Why can’t it be all about  me? Why can’t I get a travel service that gives me the experience I want? When British Airways sought to transform their basic level of customer loyalty, called Blue, to a new level of service with added features like an amazing concierge, travel planning service – all to attract new fliers, youthful travelers  – we rebranded it BA One, zeroing in on the strategy that it was indeed all about you, a service custom to you with mapping and destination details all under your account and travel itinerary.