British Airways has just announced a series of initiatives to improve the customer experience, including the return of free snacks in economy class on medium-haul flights.
Snacks are back during the pandemic
Like many airlines, British Airways stopped serving free snacks in economy class on its medium-haul flights 6 years ago, switching to a “Buy On Board” model.
Strange as it may seem, during the pandemic, the British airline resumed offering a bottle of water and a snack to its passengers as a commercial gesture of thanks to those who flew in this difficult context.
Last week, the airline announced that this initially temporary measure would be maintained, and that a snack as well as a choice of hot and cold drinks would now be offered.
In an open letter talking about the airline’s move upmarket, its CEO, Sean Doyle, confirmed that:
“You’ve also told us that you appreciate the free water and snacks we offer on short-haul flights in our Euro Traveller cabin, so we’ll continue to offer them.”
Also adding:
“I’m not looking for excuses for things that should have gone better. What I’m doing is making a personal engagement with you to build a better British Airways.“.
Unlike other airlines
A surprising decision when you consider that British Airways has never been known for its generosity towards its economy passengers and, above all, when its competitors are all doing the opposite.
Buy On Board” has recently become the norm at Swiss and Lufthansa in the medium-haul segment, in line with other Lufthansa Group airlines. It is also the norm with British Airways’ sister airline Iberia, and many airlines such as SAS.
As The Travelers Club reported a few months ago, Air France is well advanced on a similar plan to discontinue its medium-haul Economy service.
Further measures to move British Airways upmarket
This measure is part of a list unveiled as part of a program designed to restore British Airways’ premium image.
- Introduction of a vegetarian menu at its Heathrow Lounge, then in the United States
- Single-use water bottles replaced by water stations and glass bottles at Heathrow.
- Return of “pre-pandemic” service in medium-haul business and new menus.
- Dedicated check-in counters for premium-economy passengers (previously they checked in with economy passengers)
- Service de suivi des bagages sur téléphone mobile.
Nothing really outstanding, let’s admit it…
Bottom line
British Airways is putting a stop to the deterioration of the customer experience by reinstating a free snack and drink in economy class on its medium-haul flights.
Let’s hope it inspires its competitors, because in some cases it’s becoming hard to see what differentiates the majors from the low-costs…
Image : British Airways aircraft de EQRoy via Shuttestock
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