Good practices implemented by international tourism businesses - British Airways case study

Introduction

British Airways, part of International Airlines Group, is one of the world's leading global premium airlines and the largest international carrier in the UK. The carrier has its home base at London Heathrow, the world's busiest international airport and flies to more than 70 different countries. In 2012 the airline carried more than 37 million customers. The airline currently has a fleet of more than 270 aircraft.

The strategy of British Airways is to grow their presence in key global cities by signing a lot of partnerships with other airlines, and delivering an outstanding service for customers at every touch point, in flight and on the ground.

British Airways in brief:

Creation of British Airways: By the 1970s, the United Kingdom's air service primarily consisted of two government-owned airlines. British Overseas Airways Corp. operated long-haul international routes and British European Airways absorbed independent U.K. airlines that flew short-haul European routes in the 1950s.

The both airlines came under the new governmental organization, the British Airways Board in 1972, two years later, they merged all their operations and rebranded under British Airways.

"The World's Favorite Airline": After the merger, the airline introduced the supersonic jet Concorde in 1976, winning prestige and trans-Atlantic business customers.

The airline trimmed its route structure and adopted the slogan, "The

World's Favorite Airline."

Corporate structure: Corporation, firms & organization

The corporation

International Airlines Group is one of the world's largest airline groups with 398 aircraft flying to 200 destinations and carrying more than 50 million passengers each year. It is the third largest group in Europe and the sixth largest in the world,based on revenue.

IAG combines the leading airlines in the United Kingdom and Spain, enabling them to enhance their presence in the aviation market while retaining their individual brands and current operations. The airlines' customers benefit from a larger combined network for both passengers and cargo and a greater ability to invest in new products and services through improved financial robustness.

The airline industry is moving gradually towards consolidation though some regulatory restrictions still prevail. IAG's mission is to play its full role in future industry consolidation both on a regional and global scale.

The firm and the business system

The activities of British Airways are centered in three areas, they invest in better quality in general, better schedules and better onboard service.

• Workplace – ensuring that they provide sustainable employment for current employees and become the employer of choice for future employees.

• Marketplace – working with suppliers and customers to build a more

sustainable business.

• Environment – making sure they minimize their impact on the environment,including their contribution to climate change, air quality, noise and waste.

Strategic scope of the firm

The product scope

British Airways has a large product scope, because it proposes many services and products, like offering a range of destinations over the world, booking flights, catering equipment, aircraft control system, hospitality, giving information. Moreover it has a large organization; the money comes from a large economical scope.