What moved (Aug '25 – Jul '26)
| Metric | Aug 2025 → Jul 2026 | Change |
|---|---|---|
| Preference | 55% → 62% | +7pp |
What's behind the growth
British Airways' brand-building has been led by marketing, continuing its "A British Original" platform with new chapters: October 2025's "Reflections," an out-of-home series shot by four British photographers that turns reflections in aircraft windows and engines into cinematic portraits, captured in cities from New York to Marrakesh, and March 2026's "An Original British Briefing," a one-minute film from Uncommon Creative Studio that turns the language of inflight safety briefings into an invitation to escape everyday stress.
It then took that idea abroad: April 2026's "Everything's Better with a British Accent" leaned on Americans' fondness for British accents, running across New York and Los Angeles, including a full takeover of the New York subway's S shuttle done up like a British Airways cabin.
Alongside the marketing, it's kept investing in the experience itself, refreshing lounges with new-look openings in Seattle and Miami and Dubai, and rolling out Club Suite business class fleet-wide with free Starlink Wi-Fi arriving from March 2026.
