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The findings have been published in the annual Flights Online 2009 report which updates the findings of the Flights Online 2008 report, both published by Webcredible. The report evaluates 20 of the top UK travel agent and airline carrier websites against 20 best practice usability guidelines.
Based on their collective experience of usability testing, research and design of travel websites, Webcredible has devised 20 essential guidelines that all flight booking systems should adhere to, evaluating each site against these guidelines.
The guidelines include flight searches, general information searches, booking pages and error handling. Rankings for ba.com have improved from last year's second place - this year ba.com scored a 71% score representing a 6% increase from last year's usability score.
Paolo De Renzis, British Airways' Area Commercial Manager Middle East, said:
"At British Airways we are continuously investing in resources to make the travelling experience easier for our customers. ba.com has allowed us to accomplish this objective by automating the many processes involved in planning and booking a holiday or business trip. Moreover, passengers can go through these processes from the comfort of their own home, office and even through their mobile phones."
An increasing number of BA customers are choosing to search and book flights online through ba.com and its supporting online platforms. Last year, around 20% of passengers leaving the UAE on a British Airway flight made use of the online check-in facility available on ba.com.
"Over the last 12 months ba.com has been used extensively by passengers flying out of the UAE to London Heathrow. Usage of the website's online check-in facilities has also increased steadily as passengers are realising the advantage of fast tracking the check-in process and taking more control of their journey," added De Renzis.
Posted by Rana Mesbah
