Tourvest jets off with BA Euroflyer as contract gain brings new inflight range

By Luke Barras-hill |

Punchy soft drinks add to BA’s Speedbird Café offer; L-R: Steve Allen, CCO, BA Euroflyer and Clive Jones, CEO, Tourvest Retail Services.

Tourvest Retail Services (Tourvest) has rolled out new onboard retail and F&B options for BA Euroflyer passengers after securing the concession to provide retail, products, services and technology solutions to the airline.

The travel retailer, which manages inflight programmes and airport store operations mainly serving the UK and Africa markets, was awarded the BA Euroflyer contract in March with the new inflight options available to customers from April, the travel retailer has confirmed to TRBusiness.

Clive Jones, Chief Executive Officer, Tourvest Retail Services said: “Tourvest is honoured to have been awarded the BA Euroflyer retail contract. Tourvest’s mission is to provide travel retail products, services and technology solutions with speed, efficiency, quality, innovation and cost effectiveness, which based on our engagements with the BA Euroflyer team to date, are clearly attributes that are already built into the manner in which they operate.

“This alignment makes for an exciting start to the this new partnership to further enhance the onboard customer and crew experience.”

Aside new boutique retail options (available on a pre-order basis), passengers can order menu items from Tom Kerridge that are available to buy on board without pre-ordering.

‘Value and choice’

Previously, travellers could only pre-order fresh food or purchase snacks during their journeys.

Wholly owned BA subsidiary BA Euroflyer launched in March 2022, initially operating under the British Airways Air Operators Certificate (AOC) before received its own AOC and licence in November.

The airline then began transferring aircraft, flight crew and cabin crew to the BA subsidiary based at London Gatwick Airport.

Steve Allen, Chief Commercial Officer, BA Euroflyer added “We have been working closely with Tourvest over the last year as we established BA Euroflyer and are excited to be officially partnering with them to strengthen our onboard product offering.

“With a new menu onboard every aircraft, and a great variety of British original produce to pre-order or buy inflight, we are thrilled to offer our customers value and choice.”

In an in-depth interview in the TRBusiness February e-zine, Jones told this publication that more than 25% of Tourvest’s business is now executed through pre-order.

The long-term holder of the BA contract introduced its omni-channel retail proposition at the end of 2020, with BA announcing its ‘Buy Before You Fly’ for High Life Shop products at the beginning of 2021 after the service was offline for much of 2020 as the pandemic took hold.

To read the full interview with Clive Jones, click here.

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