Whether customers like so-called “awake” messages remains a matter of debate. A study published this summer on how businesses could be ‘good corporate citizens’ found that only 9% of those polled believed that the most important thing was to’ speak out on important social issues that matter today. Britain “.
British advertising veteran Sir Martin Sorrell, founder of WPP, the world’s largest advertising agency, said things like traditional greetings were now less of a priority for airline customers.
“Whether happy or unhappy, it’s a sign of the times,” he said. “The important thing is not the announcements, it is the food, the Wi-Fi, the service, the speed of climb and descent of the plane. “
A spokesperson for British Airways said: “We celebrate diversity and inclusion and are committed to making all of our customers feel welcome when they travel with us.
The policy change comes with BA’s hope that the government’s recent easing of travel restrictions will give a boost to its operations, which have been hit hard by the pandemic.