British Airways’ new digital wayfinding tool

by | Jul 20, 2023 | Airlines, Airports, Digital Transformation, Travel Tech

British Airways trials new digital wayfinding tool


The airport can can be a stressful experience, especially when intensified by the pressure of having a connecting flight to catch. Navigating a large, unfamiliar space is often overwhelming, and what should be an opportunity for leisure easily slips into a chore.

Cognisant of these challenges, British Airways is trialling new digital wayfinding technology to help customers optimise their airport experience at London Heathrow, with maps of both Terminal 5 and Terminal 3. The tool simplifies airport navigation, minimising stress and elevating the overall experience.

Calum Laming, British Airways’ Chief Customer Officer, said:

“We always want to make travelling through the airport as easy as possible for our customers, so we’re really excited to be trialling a new wayfinding tool this summer. The interactive map is simple to use, allowing our customers to easily locate their departure gates and discover nearby restaurants and shops for some last-minute duty-free shopping, and for those customers who are eligible, our lounges. Of course, our fantastic colleagues will still be on hand to help as well.”

Facilitating a seamless airport experience for passengers, the tool has an interactive map complete with clear directions and information on the airport layout. Unlocking the potential of the airport, the tool highlights shops, lounges, and restaurants, collating relevant information on opening times and descriptions of items available for purchase. Putting passenger comfort front and centre, bathrooms, seating areas, and information points are also featured.

One key feature addresses the stress associated with catching a connecting flight. Passengers can input the details of their inbound and connecting flights, receiving step by step instructions and an animated map on how to get from the arrival gate through flight connections to their connecting flight departure gate.

As the busy summer period threatens to exacerbate stress, digital tools can help to transform the airport into a positive experience for travellers.


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