BA sees brand new distribution capability as tool in battle with low-cost carriers

British Airways can be to launch more content within the first half of 2018 to the travel trade thanks to brand new distribution capability, starting with brand new short-haul cost points.

The move follows the successful introduction by the airline of the distribution technology charge as well as brand new agreements with trade partners.

Adam Daniels, BA chief commercial officer, said: “We’ve successfully changed our approach to distribution as well as the transition has gone incredibly well.

“We’ve received great support coming from the trade, including signing brand new, modified agreements with the three global distribution services as well as over 50 of the top UK agents with the view to them developing brand new distribution capability connections with us.”

brand new distribution capability technology brings customers, agents as well as airlines benefits in merchandising flexibility as well as richer content.

The charge was implemented for bookings which are not made using a brand new distribution capability based connection, or through additional low-cost channels, such as the airline’s website, sales offices as well as call-centres.

Daniels continued: “We know This particular can be a significant change for agents as well as we understand which implementation of brand new distribution capability requires some planning, so we are delighted which so many of our partners are today working on the item with us.

“We’ve been speaking much more directly to agents about distribution as well as those two-way conversations mean which we’re able to build brand new products based on their requirements.

“The introduction to ancillaries has lead the field as well as within the first half of 2018 we will be introducing significantly more short-haul cost points.

“The change will enable us to compete more efficiently with additional short-haul carriers as well as offer a wider spread of fares, which will benefit the trade as well as customers alike.

“The brand new short-haul cost products will be available to both the direct as well as indirect channels.

“We know which brand new distribution capability will support these brand new products, so we are confident which these brand new products can be made available to trade partners who have such a connection in place.

“We are in discussion with third party technology providers including global distribution services about provision of these products, as we want these products to be available widely to ensure which we compete more effectively.”

This particular can be the first of many brand new products which we expect to provide which will have features which are supported by brand new distribution capability.

We will be sharing details with the trade as well as technology providers.

BA sees brand new distribution capability as tool in battle with low-cost carriers

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