British Airways x Capita
– Future Back Workshop
In a rapidly evolving world, British Airways faces unprecedented challenges. The pandemic and shifting lifestyles have disrupted the travel industry, reshaping customer expectations and behaviours.
Recognising the need for transformation, British Airways sought to go beyond short-term solutions and imagine how to recapture the magic of travel for the future.
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Strategic Workshop
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Macro Trend Analysis
Global Travel & Leisure Retail Trends
Challenge
Looking 5-10 years ahead, how can we think beyond the present and put strategy into practice for tomorrow’s opportunities?
In collaboration with Capita, we developed FutureBack - a bespoke workshop designed to craft actionable customer experience strategies. The goal was to visualise the future customer and colleague journey, identifying untapped opportunities that could redefine the travel experience.
The process began with an in-depth trend analysis, exploring the macro drivers and industry benchmarks shaping the future of travel and leisure. We compiled a thought-provoking trend briefing to inspire and challenge the team, sparking ideas and fostering debate around the next decade of possibilities.
Leveraging Capita’s cutting-edge technologies, we brought these insights to life by mapping future customer and colleague journeys in real-time. This collaborative approach allowed us to visualise what travellers and employees might think, feel and do in a transformed travel landscape.
By co-creating this experience map, we identified gaps, prioritised opportunities and laid the groundwork for innovation.
Transforming Travel & Leisure
To support this strategic vision, we compiled a bespoke report focused on the future of the Travel and Leisure industry. Exploring the key trends and transitions influencing the sector and highlighting benchmarks and best practice.
Impact
With this foundation, British Airways is poised to lead the industry into the future, redefining the customer journey and rekindling the magic of travel for the next generation.