British Airways Holidays

Improving passenger communications for holiday provider British Airways Holidays

British Airways logo

About British Airways Holidays

As one of the UK’s leading holiday providers, they pride themselves on delivering exceptional customer experiences. A pledge which is reaffirmed by 95% of customers saying they’d book with them again.

The challenge

A new approach was needed to send out “disruption texts”. Disruption texts being messages sent to customers to notify them of circumstances such as cancelled flights, quarantine requirements etc.

They had been previously using a simple text message service, but this presented a number of challenges and limitations:

What were British Airways Holidays’ requirements?

How were British Airways Holidays challenges solved?

After consulting with Esendex, British Airways Holidays implemented an SMS Landing Page solution for their future disruption message strategy. The way it works is simple.

Using the Messaging Studio platform, British Airways Holidays were able to easily design a new range of messages which were branded (increasing brand awareness/customer trust), and data-rich (I.e. the ability to add more content than in a simple SMS). 

Customers can also select web links from messages, and carry out other follow-on actions via interactive buttons such as requesting call-backs. 

Customers are able to navigate to the SMS Landing Page by first of all being supplied with a personalised SMS text message. This message contains a web link, which when selected, would take the customer to their personalised landing page, where they can simply read the notification or perform another action.

British Airways Holidays are also able to solve some of their administration issues via this system as Messaging Studio allows for the simple upload of mass contacts, and campaign reporting.

What results have British Airways Holidays seen?

“Using the SMS Landing Page product has allowed us to engage better with our customers. Using branding on our texts, and the excellently branded landing pages has given us better tools to give the right message and information to our customers. 

We can now confidently message our customers, helping us cement our brand as the trustworthy business we want to promote”

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Let’s start sending, together.