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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