The development of mobile will be the main driver of change in the travel industry, BA’s head of marketing Andrew Crawley predicted.

He said mobile could be the thing that counters the increased commoditisation of product in the industry. He said it will be used to offer customers “more interesting” products “that the consumer is prepared to pay for”.

Crawley said BA had just launched its app which it will continue to hone and develop to make sure the carrier is with the consumer throughout their holiday experience.

“It starts while they are dreaming about the holiday even before they book it and we have got to be in their mindset and you have to be with them during the holiday,” Crawley said.