Seems that British Airways is slowly but steadily becoming more of an Easyjet and Ryanair if the stories that British newspapers put out this morning are correct.
The airline appears to be soon charging for food and beverages in economy on short-haul European flights. This wouldn’t come as a surprise considering that the new CEO of British Airways came from the Vueling (airline also owned by IAG) that charges for everything.
Here’s an excerpt from The Telegraph (access the piece here):
In a bid to compete with its low-fare airline rivals, British Airways is set to abandon its policy of giving away complimentary meals to all of its passengers.
Alex Cruz, who became chairman and chief executive of BA in April, believes the carrier should begin charging short-haul customers for upmarket meals and snacks.
Mr Cruz is understood to be considering bringing in Waitrose to provide premium range products to customers, in a move to boost the company’s revenues from short-haul flights.
Up until now, BA has maintained a policy of free food, promising customers “Whenever and wherever you are travelling, we offer a complimentary snack or meal and bar service.”
British Airways has tried to differentiate itself from the likes of Easyjet and Ryanair by offering complimentary food and booze in economy.
With the introduction of HBO (hand baggage only) fares that don’t include free bag even for elite members, charging for everything had to be the ultimate goal.
But we have to bear in mind what BA has served as “food” on these European flights…. I always decline whatever they have on offer even in Club Europe (Ba’s European business class).