British Airways launched a digital ordering platform that lets customers purchase in-flight food and drinks from the Speedbird Café menu in the air and receive it directly to their seat on board. The new service is being introduced this month on select routes before it is introduced to other flights.
With this in-flight ordering system, British Airways is complementing its Buy Before You Fly offering, which gives travelers the ability to order menu items in advance of travel. However, with this new option, travelers can place an order at any point in their flight. To make the most of this in-flight food service, users can connect to onboard Wi-Fi, free of charge, browse the virtual menu, and pay for desired items with a major credit card, debit card or Avios.
Key Themes Behind This Trend
- In-flight Digital Menu
- Airlines can develop digital ordering solutions for passengers using in-flight Wi-Fi to replace traditional paper-based menus and boost sales.
- Contactless Purchasing
- Offering contactless payment options via an airline's mobile app or digital menu can reduce in-flight contact and improve safety, along with providing a seamless experience for passengers.
- Personalized Ordering
- Using data on a passenger's preferences can enable airlines to offer personalized food and drink recommendations, increasing the likelihood of sales.
Where This Applies
- Airlines
- Airlines can implement digital ordering systems to streamline in-flight purchases and boost sales, improving the customer experience while reducing contact.
- Hospitality & Food Service
- Adapting digital ordering and payment solutions to in-flight dining can provide an additional revenue stream for hotels and restaurants, or opportunity for tech service providers.
- Payment & Fintech
- Offering flexible payment options when purchasing products and services on flights can open up new revenue sources for payment and FinTech companies.
