British Airways has introduced a dynamic packaging element to BA.com, offering customers the chance to add a hotel stay to their flight. BA offers 4,000 hotels from brands such as Marriott, InterContinental, Sheraton, and Hilton as well as independent hotels.

Customers also have a choice of 3,000 ‘experiences’, ranging from cultural sightseeing trips to adventure excursions, plus Avis car rental and fly-drive packages.

Customers can adjust their search results based on price, type of hotel and location and compare their top three choices. They can also choose their hotel directly from a Microsoft map.  

Executive Club members can earn up to 10,000 Bonus BA Miles when they book a flight plus hotel or flight plus car package holiday. When booking an Avis car,members will also receive incremental Bonus BA Miles.

British Airways has joined the club of travel industry players who “want it all”: from their carrier core business, they expand into the area of touroperators and travel agents. Five years ago, Peter Long (CEO TUI) said: “Travel agents should not think that we, tour operators, are invading their territory.Quite the contrary: our territory is being invaded by everybody. It is us, big tour operators, that should be extremely careful and innovating. Otherwise we might be surpassed by unexpected competitors.”

As usual, Peter Long was dead right. And what’s more: BA wants its employees to work for free. Who can beat such a  business model?

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