Less than 12 months after going live with the online boarding pass service on British Airways’ website, the airline is seeing robust passenger take-up.
In Hong Kong alone, over 8,000 British Airways passengers have opted for online check in during the last 11 months from April 2005 to February 2006.
“These encouraging figures have illustrated an increasing demand for online services from travellers in Hong Kong,” said Mr. Fernando Suarez, British Airways General Manager, Greater China and the Philippines. “We want to optimise the customer experience and make it easier for our passengers. We’re trying to reinvent some of the things airlines have lived with for years.”
The fact that Hong Kong is one of the first countries in Asia Pacific to have online boarding passes underscores how the city has been at the forefront of British Airways’ online implementation.
“We aim to bring additional online services to Hong Kong in the future to address the evolving needs of our customers. The number of online travel service users will rise simply because Hong Kong people are travelling more frequently.” Suarez added.
The introduction of the online boarding pass is part of British Airways’ drive to simplify the travel experience for its customers. In the last three years, British Airways has invested more than HK$800 million on its website to offer enhanced features that simplify online transactions and bookings. Worldwide, 25% of all BA’s revenue is booked online. In Asia Pacific, British Airways has seen 500% growth in online activity in the region over the past 12 months.