British Airways is a major global airline headquartered in London with its main hub at Heathrow airport. British Airways flies to six continents, including North and South America, Europe, Asia, and Africa.
When someone’s looking for an international flight, especially one that can fly through the UK, they will often consider British Airways as an option because of its widespread availability and several flight options to choose from.
In this article, we’ll study the British Airways target market and understand the types of people who choose to fly this airline and the circumstances under which they do so.
The British Airways Target Market
People who choose to travel by air have many different airline options to choose from. British Airways is one such option, especially for people traveling to, from or within the UK and Europe.
One of the best ways to understand the British Airways target market is to segment this market based on the type of passengers that use it and then study the needs, wants, motivations and drivers of each of these segments.
The British Airways target market can be divided into the following customer segments:
- Single Travelers
- Families with small children
- Group Travelers
- Elderly Travelers
- Business Travelers
- Leisure Travelers
Let’s look closely at each of these segments of potential customers of British Airways.
#1. Single Travelers
Single travelers are people who are traveling alone. They may be doing so for business or leisure reasons, but they do not have any companions with them on the flight.
Single Travelers are typically looking for the quickest and most convenient way to travel. They are often willing to pay a premium for flights that offer more amenities, such as Wi-Fi, in-flight entertainment, and power outlets.
British Airways offers a variety of flight options for single travelers, including non-stop flights, connecting flights, and red-eye flights. British Airways also offers a variety of amenities such as Wi-Fi, in-flight entertainment, and power outlets which can be attractive to single travelers.
#2. Families with small children
Families with small children are a key target market for airlines. These families are often looking for flights that offer good value for money, as they are often traveling on smaller budgets per head than single travelers.
Families with small children also tend to prefer airlines that offer child-friendly amenities, such as in-flight entertainment and meals. Families like to choose British Airways for these reasons, as British Airways offers a variety of child-friendly amenities.
#3. Group Travelers
Group travelers are people who are traveling together in a group. They may be doing so for business or leisure, but they usually have at least one other person with them on the flight. Group travelers can be attracted to package deals including flight, hotel and meals and will often book through travel agencies.
When people travel in a group, decisions about which airline to fly are often made by the person who is organizing the trip or a travel agency or a tour operator. So, while the members of the travel group are a British Airways target market, they may not be the ones who choose British Airways as the airline of choice for their trip.
#4. Elderly Travelers
Elderly travelers tend to prefer comfort if they can afford it. Sometimes they require special assistance getting to and from the aircraft and across the airport. Elderly travelers also tend to travel less and so may be willing to spend more on flights that offer a better experience.
British Airways targets these passengers by offering discounted rates and special amenities, such as wheelchair assistance. They also offer a variety of other services that can be attractive to elderly travelers, such as in-flight entertainment and Wi-Fi.
#5. Business Travelers
Business travelers are people who are traveling for work-related reasons and make up a primary segment of the British Airways target market. They often have strict schedules to keep and need to book flights that offer the most convenient departure and arrival times.
They often have to travel at short notice and so they tend to book flights that offer more flexibility, such as refundable tickets and changeable dates.
Business travelers also often need to fly during peak hours, so they are willing to pay a premium for flights that offer more convenience. They also need to be able to work while they are in the air, so they often look for flights that offer Wi-Fi and power outlets.
Business travelers will often choose British Airways for its convenient flight times, refundable tickets, and changeable dates. British Airways also offers a variety of amenities that can be attractive to business travelers like a lounge to work in before the flight, Wi-Fi, and power outlets.
#6. Leisure Travelers
Leisure travelers are people who are traveling for leisure or pleasure. They want to find flights that offer good value for money, as they may be traveling on a budget. They often have more time on their hands and are not as restricted by schedules as are business travelers.
The exception to this is when leisure travelers are also small families in which case, they may have travel date restrictions related to school holidays.
Leisure travelers are often attracted to destinations that offer a good mix of culture, relaxation, and nightlife. They may also look for flights that offer stopovers in interesting places so they can explore more places during the same trip.
Leisure travelers are also a big British Airways target market because of the airline’s vast domestic and international network.
Conclusion
The British Airways target market includes a wide range of people looking for a reliable and comfortable flying experience. British Airways offers a variety of services and amenities that can be attractive to different groups of travelers.
People who fly on British Airways can be segmented into different categories like single travelers, families, groups, business travelers, and leisure travelers.
These travelers select a flight not based on the flight cost alone but also based on convenience, flying comfort, reputation, safety record, and the services and amenities offered by British Airways.