British Airways’ (BA) award-winning High Life magazine is to move to ba.com, ending 47 years of hard copies available onboard.

Print versions of the magazine will still be available in small quantities in BA’s lounges and sent directly to selected frequented flyers.

The online magazine, produced alongside publisher Cedar, will now include a new section for ‘Business Life’ that will replace its current on-board hard copy.

Content will be accessible to travellers before, during and after flights and emailed to five million Executive Club customers every month.

EARLIER TRIAL SUCCESSFUL 

In addition to audio stories, photo experiences and live panels, High Life will continue to feature travel reviews from experts and carefully curated guides for exploring cities across the globe.

High Life will also keep travellers abreast with any change’s to the airline’s customer experience and route network, allowing content updates in real-time to reflect the changing landscape affected by the coronavirus (Covid-19) pandemic.

Meanwhile, advertisers and partners can continue to benefit from products and offers through BA Media.

It is unclear whether the move of High Life to online has any implications for High Life Shop, managed by Tourvest Retail Services under a long-running contract. Tourvest was not immediately available for comment when approached by TRBusiness. This publication has also reached out to BA for further clarity.

Hamish McVey, Head of Brand and Marketing, BA said: “Our High Life magazine has been a source for travel inspiration for our customers for nearly half a century. When we trialled moving High Life online at the beginning of this year, it was a great success.

“We know our customers value technology and a contactless journey, especially in the current climate, so we are delighted to now be able to provide over five million customers a month with digital High Life.

“We hope this new digital magazine will help customers plan their holidays with our expert holiday guides, as well as provide the latest information as we make important changes to our customer experience.”

First taking to the skies in 1973, BA High Life magazine has covered significant milestones in the airline’s history, including the launch of Concorde and the A380 and has splashed famous cover stars such as Sir Paul McCartney, HRH The Prince of Wales, Idris Elba and Tracey Emin.

Alternative digital solutions to the conventional inflight magazine have attracted notable attention of late and this subject was discussed in detail during an Adapt & Survive interview with Melbourne-based e-Mersion Media. Click here to watch.