I think the app is a huge convenience for many travellers. A well-designed mobile app can save time and streamline the experience — from managing bookings and checking in to accessing boarding passes and receiving real-time updates. For example on the SAS app I can know whether or not I can spend more time in the lounge based on the boarding progress rather than sitting around the gate on BA. The LH one gives you transfer gate information and even walking directions as part of the app too.

There’s also untapped commercial potential. For example, on a recent KLM flight, the app offered me an Economy Comfort seat upgrade at a last-minute discount — all within a few taps. It’s a smart, targeted upsell that BA is currently missing, and something the mobile-first generation would definitely value.