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For airlines, charging for seating selection is the ultimate revenue raising exercise.
For passengers, the certainty of knowing where on the aircraft you will be seated can be of huge value. Whilst some can live the uncertainty. Others can’t bear it.
Not only that, beyond the initial IT expense, it costs airlines nothing to offer this service. All the extra revenue from seat selection charges goes straight to the bottom line.
BA has for nearly ten years charged for seat selection, except primarily for those travelling in First or Bronze, Silver and Gold Executive Club cardholders.
It was one of a number of measures introduced when the airline was scrambling to survive the post-Lehman Brothers financial crisis. Although many balked at the idea at the time, not least charging to reserve a seat in Club World, it has survived.
From today, Tuesday 8 May 2018, you can now use Avios to pay for seat selection in whole or in part, instead of cash.
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