How does British Airways decide on a new route?

We are expanding our short-haul network with two new additions to the British Airways route map. From the 2025 winter season, BA Euroflyer (our Gatwick-based subsidiary) will operate year-round services to Rabat, the capital of Morocco, and Graz, an Austrian city break destination.

These additions bring the total number of short-haul destinations served across our London bases to 130. Alongside Marrakech and Agadir, Rabat will become the third destination in Morocco served by us. Meanwhile, Graz brings our Austrian destinations to four, joining Vienna, Salzburg, and Innsbruck. This new route marks a significant expansion, as there are currently no other direct flights operating between London and Graz.

But how do we decide where to fly to next? Jakob Zimmermann – Senior Manager, Network and Fleet at BA Euroflyer – reveals all.

1. Identify the opportunity

The first step is to identify where we want to fly. We review demand patterns, analyse customer needs and monitor what the competition is doing. Put it this way – we are always on the lookout for new routes!

2. Check the feasibility

Next, we explore whether we can actually fly to the destination. We work with operational teams to assess aircraft and airfield limitations. After all, we need to make sure that the plane has the range to make it there.

3. Make the case

Now it’s time to look a bit closer at the numbers. We negotiate support from airports and tourist boards and, if the route is looking sufficiently profitable, we prepare our business case for it and get approval from all relevant stakeholders, such as the airline’s Leadership Team. Then: green light!

4. Prepare for launch

Just before launch, we coordinate with many areas of the business, everyone from Revenue Management to Ground Operations, to ensure readiness. We prepare the schedule, secure slots at both ends of the flight and work with the press office and marketing teams to discuss promoting the route. Obviously, the fares also need to be made available to customers so that they can book tickets.

5. Start selling

We then ‘press the button’. Flights are loaded on to ba.com and, at a pre-agreed time, our colleagues in Commercial Operations push them live. From here on in, we monitor the sales performance and the various operational teams begin prep for the debut flight. And, with that, we have grown another route!

As the UK’s national flag carrier, British Airways serves more than 200 destinations across more than 65 countries, including routes with our partner airlines.

Where will you go?