BA is ‘destroying the brand’
British Airways is destroying its own brand, according to travel agents, who believe it is in danger from becoming indistinguishable from the low-cost airlines since the revelation that it will no longer serve food on short-haul flights.
The majority believe that the airline’s decision to phase out free meals and snacks from next January, starting with flights from Heathrow and Gatwick, is a mistake.
BA announced last month that instead of including refreshments in its fares, it will sell a range of M&S sandwiches and snacks onboard. It claimed prices would be competitive and in many cases lower than rivals’ inflight fare.
However, in a TravelMole poll, almost 56% of agents agreed with BA was ‘becoming just another low-cost carrier’ and ‘destroying the brand’.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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