Forbes: “Did British Airways Make One Cut Too Many?”


British Airways has received quite a bit bad press lately due to the Buy-on-Board introduction (remember when they were advertising being full service airline?) and two the Mixed Fleet crew strikes over the past 30 days.

Forbes “Did British Airways Make One Cut Too Many”

Now, Forbes has decided to pile on and had a long articled about the negative changes with the airline and when people start to finally notice and book away.

You can access the Forbes article here of which below is an excerpt:

In an interview with Skift published last week new CEO Alex Cruz, whose background most recently was as boss of Vueling, a low-cost carrier that is part of parent International Airlines Group (IAG), raised some eyebrows. Asked about cost cutting programs for BA, he said, “We’re always going to be reducing costs, but there’s no more programs. It’s now injected into the DNA. If one particular day we don’t come up with an idea to reduce our costs, then we’re not doing our job.”

British Airways since its turnaround in the late ’80s has been generally considered a top league airline, innovating seats that turn into beds in both first and business class, and laying on services such as arrivals lounges serving hot breakfast, providing weary travelers showers while having their suits pressed. It offers sit down dining in its lounges before flights, enabling passengers to have more time to sleep. 


At some point enough is enough. Anyone who books British Airways first class (or business for that matter) on a competitive route should really evaluate the decision.

British Airways business is 2-4-2 when many if not most competitors are offering 1-2-1. I actually find the business window seat fine as long as I clearly communicate with the crew that I decline all the services during the flight and instruct them not to disturb me unless I press the call button. I loathe the window going up and down and staring at the person sitting on the other side.

Note that I don’t hate BA. I am their Gold Guest List member (4K TPs for the membership year so far) and have qualified for the Concorde Room Card until 2018. BA, however, is not usually my first choice. I book at the minimum three business round-trips per year that I can upgrade to first (good business in reality) to burn my upgrade vouchers.

I wonder if British ever feel that enough is enough and start booking away from their flag carrier?

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  • Lordkent

    British Airways have done nothing more than all The Alleged Full Service US Airlines have been doing for years. BOB in Economy/Coach Short Haul routes plus selected Bag Fees. Many other European Full Service Airlines have previously implemented the concept and there was no Outcry from Forbes.

    • Nevsky2

      Actually your comment is just not correct. The US full service airlines may have downgraded their service, but nowhere as draconian as the recent BA cuts. Also, the US airlines have actually been improving their service. Not only that plenty of free soft drinks. To force passengers to have to beg for water for medicine if frankly disgraceful. In particular, with the rules not allowing passengers to bring liquids through security airlines should be required to at least provide water.

  • Flyingboy

    Regrettably, As a British Citizen I no longer favour BA as my national airline. For the last two years I have directed all my Longhaul travel to Emirates, who fly direct from my local airport NCL and offer a much better business class product than BA that includes a chauffeur drive service to and from the airport. I’m a silver card holder with BA but now onlyuse them to commute to and from London , ensuring that I have an extra G and T in the lounge now they have introduced that pathetic BOB service that is proving to be a complete Joke. (It was infact suspended on my last flight as the crew could not get the payment machines to operate!!!!). For shorthaul cabin I have turned to Dutch Carrier KLM, who still offer free food and drink onboard and good cabin service

    • If you need to connect @ LHR especially when flying East, why not bypass the Heathrow in the first place like you have done?