iPads in the air enhance BA service delivery

10 Jan 2012


British Airways’ iPad 2 roll out to nearly 2,000 Cabin Services Directors (CSDs) across its short- and long-haul network furnishes them with passenger information they previously had no access to.

As reported earlier (see news), the technology is intended to do away with “long cumbersome scrolls of paper” normally submitted to the crew before take-off. After successful trial runs in August of last year, the tablets were officially issued to senior staff in November, who have been allowed to keep them even when not on duty.

Kevin McQuillan, BA regional general manager, east asia, told Business Traveller, the use of iPads has also created an environment where customer data from various operational systems such as reservations, frequent flier programme, customer relations and check-in is pooled together, “empowering flight attendants with a tool to help them do their job”.

According to McQuillan, the iPads, along with the promise of fleet renewal, accompanied by the introduction of a range of onboard amenities, including meals and wines, represent a HK$60 billion (US$8 billion) investment by BA, “that has been fostering a sense of pride among our employees".

Besides seat assignments and meal preferences, the iPads, with their specially designed BA apps, contain enhanced passenger intelligence such membership tier, onward flight connections, upgrade status, messages (if any) from the executive lounge staff, and even service history such as misplaced or lost baggage on a previous flight – knowledge of which could come in handy when the crew initiates service recovery with the affected passenger.

In the months ahead, BA management will decide whether to expand the use of the gadget to more BA flight attendants.

For its Hong Kong-based clients, the airline is announcing another new convenience. From February 1, they will be able to enjoy the mobile boarding pass facility at the Hong Kong International Airport.

For more about BA, visit

Margie T Logarta

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