British Airways has embarked on investing in supplementary services
to differentiate itself in the airline industry. These supplementary
services have been implemented with the customer in mind. For example,
British Airways (BA) provides meal service for overnight passengers
as ground service and pajamas and real pillows on the flight. This
supplementary service adds value to the passengers and allows British
Airways to differentiate itself from its competitors.
Southwest Airlines and British Airways have both implemented supplementary
services that are meaningful to their customers. The use of
supplementary services has given them the competitive edge, which has made them leaders in the travel industry. Therefore, firms that operate
in the travel and tourism industry may want to consider offering supplementary
services that are meaningful to their customers.