More cuts at British Airways, this time in the first class cabin.
- Amuse-bouches – CUT
- Fresh flowers in lavatories – CUT
- Amenity kits – DOWNSIZED
- Slippers + blankets – ONLY UPON REQUEST
Three minor cutbacks, but another sign that British Airways is truly missing the point of what it means to be a full-service legacy carrier.
IAG Group unveiled LEVEL this week, a new Spanish-based low-cost longhaul airline that seeks to compete with Norwegian Air. Clearly, that is the focus of Alex Cruz, CEO of British Airways. The man comes from Vueling, a low-cost-carrier, and thinks that the LCC business model can be applied across the IAG group.
But it can’t. I’ll stake my reputation on this: British Airways will only suffer if it continues to cutback. No one will pay a premium to fly British Airways over EasyJet or Ryanair because of what British Airways used to be.
I see no situation in which these cuts will actually lead to growth.
One cabin crew employee, who has been with the airline for 12 years, told the newspaper staff were “embarrassed by the state of the product. The only thing not being cut is the prices”.
And I think that about sums it up.
No one is going to choose British Airways because there are fresh-cut flowers in the lavatory. But people will not pay a premium to fly British Airways when the product (and seat on all but the A380s) is so diluted that it barely passes for business class.
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