Posts: 426
Joined: Mon Apr 02, 2001 11:32 pm

The Future For British Airways

Thu Nov 08, 2001 10:19 pm

British Airways is undergoing a strategic review of where it should go in the future. Here is my "submission".

I think they should break the airline into two - a full cost service for Intercontinental flight and (esp to the US) but everything else should shut down and all the assets transferred to low cost entity. The new low cost BA Euro should be run like SouthWest with absolutely minimal staff and costs. The relatively few transfer passengers from low cost BA Euro to BA intercontinental who are paying full premium fares should be offered a concierge service (ie special check in - personal escorts) which they pay for seperately. The concierge service can be a seperate contracted out company.

Ideally the staff dismissed from old BA Europe should not be allowed to reapply to the new BA Europe because of need to start from a clean slate. (esp customer service staff!!)

I think this will insure BA will survive into the future - its current policy of going after the business passengers was a terrible mistake. It is also an abuse of power. The number of slots at Heathrow are limited and should not be underutilized by small planes carrying the few rich!

We have all seen how easy for low cost airlines to make money even in these times! But British airlines can only do it with root and branch restructuring! Revolution - not reform!!!!!!

RE: The Future For British Airways

Thu Nov 08, 2001 10:55 pm


BA should concentrate on what it does best-providing a safe & reliable service on intercontinental flights, with great fares for students, and value-for-money fares in Economy.

The high-quality of it's premium class services should definitely be maintained-I don't think they have made a mistake in chasing after Business pax-as has been mentioned before by others, there is room for two types of travellers or markets:

those that want to fly as cheaply as possible between A to B (that's most of us), and those that need maximum flexibility in their tickets, and good schedules to major business destinations, which is where the frilly airlines come in.

BA mainly caters to the latter, and just because the industry is in a slump at the moment, does not mean that the idea of targeting mainly business pax is "wrong".

And I also think there is a demand for business travel within Europe, although possibly less so than that for international destinations.

In a sense, BA has already allowed other carriers (Bmed) to fly routes it can't make a profit on itself-Alexandria, Addis Ababa, Tehran etc., albeit under the BA "flag".

Personally, I would prefer BA to stay out of low-cost ops, and leave those who really know how to do it (Easy, Ryanair etc.) to go it alone.

In a sense, that's what I think they are doing in any case.

But hey, I could be wrong!


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