Transformation Takes Flight: An Interview With Calum Laming of British Airways
On the 21st of April, British Airways touched down at Abu Dhabi’s Zayed International Airport following a four-year hiatus. Resuming daily operations from London Heathrow to the UAE capital, the airline’s addition of the route builds on strengthening its global network.
Earlier in the year, British Airways announced a host of new initiatives to transform the airline, unveiling a £7bn transformation plan focused on improving customer experience, modernising IT, upgrades to its fleet and lounges, sustainability, and driving on-time performance.
Gulf Insider spoke with Calum Laming, Chief Customer Officer at British Airways about the revival of the Abu Dhabi route and what’s in store for the airline as its ambitious transformation plan takes shape. With a third of the plan focusing on customer experiences, Laming highlights the uniquely British offerings at the airline brought on by a rapid increase in in-flight content, hospitality, and culture. There’s some exciting news for travellers from Dubai. Read more to find out.
Congratulations on the relaunch of the London – Abu Dhabi route. What brought on the decision to revoke the 4-year hiatus?
Abu Dhabi holds a special place in our hearts. We’re really proud of how our network is shaping up, especially as we emerge from the challenges of the pandemic. Abu Dhabi’s growth has been remarkable, especially in luxury travel. That’s why we made sure to launch daily flights there right from the start, offering a range of seating options.
Having lived in Abu Dhabi, I’ve witnessed its transformation into a bustling tourist and business destination. It fits perfectly alongside our other destinations like Dubai, Bahrain, Kuwait, and Riyadh. It was only a matter of time before we returned. With its new airport and our ongoing £7 billion Transformation Programme, this route holds a lot of value for us personally and for our broader network.
How will the changes and upgrades announced in the new investment program impact British Airways travellers in this region?
Our changes are global, with our £7 billion Transformation Programme already making strides. In the past year, we’ve doubled our in-flight entertainment content. A third of these upgrades fall under my responsibility, including a new first-class seat for A380 flights to Dubai.
We’re also outfitting all our planes with our award-winning Club Suite, already installed on 60 per cent of them. By next year, 100% of our fleet will have Wi-Fi. For our Executive Club members, we’ve launched free in-flight messaging.
At British Airways, we take pride in our unique offerings and exceptional staff. To maintain and enhance this experience, we’re investing in a comprehensive three-year transformation program. This includes upgrading our aircraft, seats, IT systems, and digital platforms.
We aim for consistency across cabins and routes, ensuring every passenger enjoys the British Airways experience. While we adapt menus to cater to cultural preferences, we provide uniform entertainment and amenities, like offering Arabic content throughout our network, not just on Middle East routes. Our goal is a seamless experience for all travellers, reflecting our commitment to excellence worldwide.
What would you say differentiates British Airways from other carriers servicing this route?
We take pride in offering a uniquely British experience, celebrated through our marketing campaign “A British Original,” which won the Cannes Lions Award last year. Our menu showcases British products, and we highlight British content on our inflight entertainment.
Our colleagues are the true stars, each bringing their unique selves to work. Whether or not they hold a British passport, every one of our 38,000 colleagues is a British Original. We have a diverse team, with 12% based in India and 15% spread globally, reflecting our status as a global airline.
It’s not just about who holds the British passport; it’s about embodying the spirit of the UK. We fly the flag proudly and stand out from other airlines because of our amazing team. I’m honoured to represent our airline and work alongside such incredible colleagues who make us truly exceptional.
Do you have any other plans/expansions for this region in the near future?
Right now, our main focus is on our daily flight 787 to Abu Dhabi, which demonstrates our strong commitment to this market as it’s the first destination we’ve chosen to fly to. While not every aircraft has a First Class, having it on this route showcases our dedication to the region. Currently, we’re working on improving our lounges, with exciting news about a new lounge opening in Dubai. This new space will be much larger and replace the existing one.
It’s a significant part of our investment program, with a new global lounge design being implemented. Dubai will likely be the first location to unveil this new design, expected in the first half of next year. This demonstrates our deep commitment to the region, with Dubai being the initial beneficiary of these enhancements.
