Airlines have been criticized in recent years for providing less service with a smile than in the past.

Yet British Airways seems to be making an effort to personalize its service — at least for VIP customers.

The airline is having crew members use their iPads to view the Google images of a select group of frequent fliers.

It is part of a program called Know Me in which the airline saves the information it has on frequent fliers and places it into a database that messages crew members and ground personnel when repeat customers are flying again.

The idea is to provide more personalized service.

“We put this program together so we can demonstrate to frequent customers that we do know them and can anticipate their needs and deliver the service they expect,” said Simon Talling-Smith, the airline’s executive vice president of the Americas.

While a few travelers may have some privacy concerns about the practice, hotels do the same thing, one travel consultant noted.

The idea of getting to know frequent customers to deliver better service is a good idea.

Just the attempt to deliver friendlier service should be applauded. Perhaps British Airways’ initiative will start a trend in the industry.

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