BA.com beat its existing record number of bookings in a single day last month when more than 19,000 were made on January 9.
The tally was almost 2,000 more than its previous highest number – 17,400 in September last year – and came during a record-breaking month for the airline’s website when an average of 18,000 were made each day during January.
A weekly record of 95,000 bookings was also smashed last month when 108,000 were made during one seven-day period.
The recent figures coincided with a major above-the-line marketing campaign for BA.com’s World Offers sale, which saw television, radio, press and outdoor schedules bombarded with advertising for dozens of cheap deals during the traditionally busy month for the airline.
UK and Ireland marketing boss, Jayne O’Brien, said the upsurge in online bookings reflected a recent move by BA.com for “better utilisation” of search engines such as Google and MSN.
BA.com head of operations Nick Doran added: “The website wouldn’t be where it is today without the combined hard work of commercial teams around the world.”
BA.com, which celebrated its 10th birthday last year, now handles almost a quarter of all the airline’s bookings globally and 80% of all tickets obtained direct from the airline are bought online.