British Airways Website Analysis

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2.2 Navigation
Functions each airline websites provided in navigation are various such as flight booking, flight information, travel information, holiday packages (car rental and hotel booking), manage booking, promotions and club rewards, etc. Flight information mainly referred to the flying experience such as travel classes, meals, entertainment and baggage. Travel information introduced destination guides, visas and travel news related to airlines’ routes. Each airline websites did not provide every function previous list mentioned, therefore, an analysis about functions design and classification in navigation will be discussed individually.

British Airway. Apart from site search button and language switch function, British Airway designed
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Eight sub-menus are designed in navigation in Easy Jet’s website. A main sub-menu in the capital letter is ‘Flight and travel info’ which includes flight status check, flight booking, flight information and additional services. Holiday packages are designed in three sub menus- hotels, transport and holiday. ‘Hotels’ providing accommodations and value deals from destinations, ‘Transport’ proving car rental offers and airport transports. As a low cost airline, the main routes Easy Jet provided are launched and arrived at long distance airports. Consequently, a ‘Transport’ section introducing airport transfer or airport parking in navigation is necessary for Easy Jet. In contrast, other airlines placed airport transports in the information section. ‘Holiday’ section offers deals classified by departure cities. The ‘Inspire me’ sub-menu mainly provided destination guides and a traveler magazine for users to explore travel routes. A ‘Business’ sub-menu is designed to introduce privileges in ‘FLEXI fares’ for company travelers. In the five British airlines websites, only British Airway and Easy Jet designed a business travel sub-menu in navigation to attract business travelers. Manage booking function is designed as a separate sub-menu in navigation. In this section, not only booking services such as flight details change and online check in are provided, but also supplemental travel services like hotels booking, cars rental, insurances and airport transfers are …show more content…
There are seven sub-menus in Virgin Atlantic’s navigation design. Flight booking, holiday packages and supplemental services are placed in one sub-menu named ‘Book travel’. In this section, travel relevant booking services such as flights, hotels, airport transfer or currency exchange are included. A route map and destination guides are provided in ‘Destinations’ sub-menu, along with a link to the Virgin Atlantic blog. Promotions are placed in ‘Sale fares’ sub-menu organized as three groups- London, Scotland and Manchester. Booking management and online check in are arranged in ‘My booking’ sub-menu. In addition, an online check in guidance and an upgrade instruction are added with individual links in ‘My booking section’. Flight information and travel information are blended into one sub-menu as ‘Travel information’. Customer services including FAQs and feedback are placed in this section too. Isolated from flight information, flying experience is designed in a ‘Virgin experience’ sub-menu with detailed introductions. A link to propagate their mobile APP is placed in this experience section. The last sub-menu in navigation is ‘Flying club’, a section providing account register and club promotions. Most airlines have a frequent Flyer Reward Club to strength customers loyalty, but only British Airway and Virgin Atlantic designed a sub-menu in navigation to introduce their clubs. A possible reason for this occurrence is British Airway and Virgin Atlantic

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