London ( CNN ) -- Senior business figures and other VIP travelers face a new type of scrutiny when flying , with BA 's move to search Google Images to identify high-profile frequent fliers . The measure is part of the British Airways `` Know Me '' program , which aims to provide a more personalized service to the airline 's frequent fliers . In the words of BA 's head of customer analysis , Jo Boswell , the airline is aiming `` to recreate the feeling of recognition you get in a favorite restaurant when you 're welcomed there , but in our case it will be delivered by thousands of staff to millions of customers . '' The program works by pulling together information on frequent travelers -- including seating location , previous flights and meal choices -- into a streamlined database which , along with Google Images , is accessed on iPads issued to staff on all BA flights and in the airline 's lounges . The idea is that BA staff will be able to offer a more tailored service to customers . If , for example , a connecting flight has been delayed , stewards or lounge staff can use the database to see which passengers are most affected , then identify them by seat number or by Google searching their image to address them personally . The airline says it will also allow staff to provide better service by greeting travelers with an apology if there have been issues with their previous flights , for example . The new approach has concerned some privacy watchdogs , who label it an unnecessary intrusion . `` Since when has buying a flight ticket meant giving your airline permission to start hunting for information about you on the internet ? '' said Emma Carr , deputy director of privacy campaign group Big Brother Watch . `` Fundamentally , British Airways have not asked their passengers ' permission to take part in this scheme . Surely , if they want to search Google to find pictures and any other information all they have to do is ask ? '' Read more : Meet Elvis -- the virtual border official who knows if you 're lying . But BA spokesman Philip Allport said staff would only search for images of high profile , VIP travelers -- most of whom would appreciate the more attentive , personalized service it provided . `` Let 's the say you 're the chairman of HSBC and you 're traveling in first class with us and we need to convey a message to you , '' he said . `` They can approach him discretely . '' That approach was preferable to calling VIPs via a public announcement over the speakers in the lounge -- `` not necessarily what people want when they 're high profile and they 're traveling , '' he said . `` There would be no reason why we would want to search for an average passenger . '' Privacy campaigners have expressed concern about the amount of information held by airlines , particularly when that data is shared with other agencies . But Allport said he was unaware of any complaints about Know Me in the 18 months since it had first been trialled . `` It collects information on passengers that we have anyway , '' he said . `` The information 's already there -- this is just a way of drawing it together . '' What do you think about BA searching Google for images of its passengers ?
BA customer-service program involves staff searching Google for images of VIP passengers . The airline says its Know Me program will allow for more personalized , friendly service . Privacy groups say the airline should not be searching the internet for customer information . BA says it will only be used for VIPs , and it has had no complaints .