The news that British Airways (BA) has partnered with Apple in a deal that lets its passengers spend their Avios points on Apple products has sent ripples through the travel industry. Frequent flyer schemes are an increasingly large share of airlines' revenue, and this move signifies that airlines are placing greater emphasis on providing a more complete and engaging customer experience.

Christine Bourdon, chief design director at global experience design company Designit - whose clients include Los Angeles World Airports, JFK International Air Terminal, Scandinavian Airlines and Lufthansa. - shares her perspective on what the partnership could mean for the future of the passenger experience:

“British Airways (BA) has placed the passenger experience centre stage through its partnership with Apple, recognising that travel doesn’t start and end on the plane. Letting customers spend Avios on everyday tech delivers real value, in the places people live, not just the places they fly.

“Frequent flyer programmes are evolving fast, with them becoming lifestyle engines rather than travel add-ons. And that means we are going to see increasingly more tailored “offerings”. Think subscription-based tiers, bundled perks, deeper integration with retail, tech, and wellness brands. Passenger loyalty is no longer just about the journey, but the whole lifestyle ecosystem.”

ENDS