British Airways x Capita
– Reimagining the future of air travel
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.
-
Strategic Workshop
-
Macro Trend Analysis
Global Travel & Leisure Retail Trends
Challenge
How can British Airways look 5–10 years ahead, anticipating tomorrow’s opportunities and putting a forward-thinking strategy into practice today?
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 outlining key trends, transitions and best practices shaping the travel and leisure sector.
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.