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17-02-2010

SPAA ‘SURPRISED AND DISAPPOINTED’ AT BA EXECUTIVE CLUB PROMOTION


Leisure agents and TMCs excluded from involvement in booking process ...

SPAA Vice President and Air Convenor Kevin Thom has written to British Airways Head of UK and Ireland Sales Richard Tams to express the Association’s ‘surprise and disappointment’ at the exclusion of travel agents and TMCs from the airline’s current 15% discount promotion to Executive Card holders.

In an email to Mr Tams, he comments, “It has come to the attention of the SPAA Council that BA are currently offering selected Executive Card holders a 15% discount off a wide range of fares in all classes, but with a booking process that excludes the involvement of the TMC / Retail Travel community.

I accept BA has the right to operate its business and market any promotions the way it sees fit but I am surprised and disappointed that in this current climate BA have chosen to further alienate the travel community by excluding them from this booking process, when proven systems are in place that would allow these to be run by the TMCs through the GDS.”

He goes on to refer to the recent plea to the travel community by BA’s Simon Brooks, effectively asking for its support during these difficult times. “Many of our Members” he says “are asking ‘why should we?’ when it seems BA, by its actions, does not comprehend the meaning of partnership, and appears intent on going it alone with total disregard of those it seeks support from.”

“The dialogue between BA and the SPAA has definitely improved in recent times and is something I,” says the SPAA Vice President, “personally wish to continue and encourage, but dialogue is only useful and measurable when the actions that follow are compatible with the intent of those discussions. In this case it would appear that whilst BA make all the right noises about engaging with the trade, they have implemented an ill thought through promotion that further infuriates and alienates the travel community.

If BA had had prior discussion about this promotion with, and had included the TMCs in, its implementation then I am sure the wave of discontentment and frustration that currently exists within the travel community would not have arisen.”

Kevin Thom concludes, “I will reiterate what I have said many times before, Richard. We want a strong BA, but not at our expense. If BA want the support of the travel community then you have to work with us and not, as it seems in so many cases, against us.”

The SPAA’s protest is in similar vein to one lodged by consortium Advantage’s Focus Group, which also refers to the lengthy 6 week duration of the offer, and its scope – for travel all year, and in almost all classes and fare types.

In a response from Richard Tams to the SPAA Vice President's communication, he comments, "Thank you for your email and I have taken on board your comments. The target audience for this offer was our Executive Club membership who made a booking directly with BA during our last 'Sale,' which was 23 December 2009 through to 9 February 2010.

The offer was a 15% discount on all Long Haul and Short haul routes in all cabins with booking needing to be made by 31 March 2010 with travel between 10 February and 31 December 2010. The objective of this offer was to thanks customers for booking with BA during the sale and to drive incremental leisure bookings from customers outside of the sale period.

In hindsight, it would have been relevant and appropriate to have communicated this offer to SPAA members in advance but we do reserve the right to market to customers that book directly with us or who have registered with us on ba.com saying that they would like to receive offers. We are not against making similar offers available through the trade on tactical basis but we do not currently have the functionality to process voucher promotion codes through the GDS.

I commit to you that moving forward we will give much more transparency around these offers so that nothing comes as a surprise and I will also ask Ken Bryan to contact you and see if there is a better way of doing these offers without antagonising your members."

MTB 17/02/2010


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