Agent message to re-appear on BA adverts?
TravelMole Fast Conference Special: British Airways says it would consider mentioning travel agents in its advertising again. According to Ian Heywood, BA head of corporate sales, the airline removed the mention of agents from its advertising, because it couldn’t reach a deal with ABTA over how to phrase the issue of service charges. Previously a BA advert on billboards or in the press would feature something along the lines of: “Buy BA tickets at ba.com or visit your local travel agent”. Mr Heywood was speaking at Tuesday’s TravelMole Fast Conference entitled, “Up in the Air: The Future of Selling Flights”. During the conference, the question of why travel agents no longer featured on BA adverts came from Rob Davies of Trailfinders, who was in the audience. ABTA chief executive, Ian Reynolds was also on the panel. He responded: “Now that about 90% of our members are charging service fees perhaps we can agree some wording with BA”. He said he hoped ABTA and BA could start talks about the matter. Mr Heywood said: “Yes it might come back, but our advertising has changed. The message is harder nosed on price, now that we are competing with no-frills carriers.” Report by Ginny McGrath For information on future TravelMole Fast Conferences, please visit www.travelmole.com/fastconferences, email [email protected], or call +44 (0)20 7691 3292.
Ginny McGrath
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