Interview with Edward Frost, British Airway's commercial manager for East and South Africa

British Airways — which has been in Kenya for 82 years — was recently named the top brand in the UK. We caught up with Mr Edward Frost, the airline’s commercial manager for East and South Africa, to discuss how he plans to leverage this win to drive British Airways’ agenda in the region.

What are your thoughts on your company being named the UK’s top brand?

While is wonderful to win this accolade back home, as the commercial manager for South and East Africa, my concern is how our brand is perceived here. Despite trade and historical ties between markets such as Kenya and the UK, we’re never complacent about this as we operate in a very competitive environment.

The two most important things we need to do are continue delivering the sort of quality service and reliability that our customers have come to expect, and constantly invest in and improve our offering in the air and on the ground.

What is your top agenda for the airline in this region, and how do you plan to achieve this?

We must be the first choice to London. We need to capitalise on our joint venture with American Airlines and US Airways, which provides customers with much more choice and convenience across the Atlantic.

Achieving this means differentiating ourselves from the competition. We need to leverage on our daily direct flights; a home base and all the service support and infrastructure in London; and our schedule of early morning arrival that allows for convenient transfers onto trans-Atlantic services.

In addition, there is a need to broaden our appeal and start establishing a base of loyal customers outside of our traditional markets. To this end, we need to aggressively market our On Business programme, which offers rewards to small and medium-sized businesses, enabling them accrue rewards and stretch their travel budgets.

In the time you have been at the helm of commercial operations, what would you say are the airline’s prospects in the region?

We have the appropriate capacity and aircraft on routes, a good schedule and a convenient timetable. We offer a choice of four cabins, including premium economy, which is popular in many African markets. Despite East Africa being an incredibly competitive market, this all amounts to a compelling offering.

What we need to do is sell it, particularly in market segments that may not previously have considered British Airways.

At our home base in London, we are able to provide point-to-point customers with unparalleled services and facilities. Our joint business with American and US Airways gives transfer customers several choices to North America.

What are the current needs of the modern traveller that the airline is keen to fill?

Besides practical considerations, such as a reliable schedule, convenient transfers, and for frequent travellers, somewhere to relax or catch up on some work, recognition is increasingly important.

While frequent flyers do want the rewards associated with membership to the Executive Club, they also want to be recognised as individuals. It’s something leading hotels are good at. Walk into a top hotel where you may have stayed once or twice before and chances are you’ll be greeted by name, there will be some personal touch in your room or the barman will know your favourite cocktail.

A few years ago, we provided our cabin crew with iPads. This was the first step in enhancing the services we offer on board, whether you’re flying on business or are on a family holiday.

It gives real, immediate value to being an Executive Club member. Providing this kind of personalised service to our most loyal customers is something that we’d like to be known for.

Africa has seen new players entering the aviation industry, what is your take on the rapid expansion in this sector?

We welcome competition. It is good for the industry, it is good for African economies and above all, it is good for customers.

Does British Airways plan to open more routes in Africa?

We have expanded our schedule into Cape Town, extending our double daily Boeing 747 services until the end of April. We will also be starting daily 747 services to Abuja, Nigeria, this April.

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