ba.com
1. MFU to work on open-jaws
2. Booking engine more resilient and at least the standard of aa.com (eg. more combos)
3. Booking engine to cover more OW flight combos
4. Not having to enter and regularly re-enter Passenger info
5. Easier to book sectors in different classes
6. Clear visibilty for partner awards (at least to the clarity of BA awards)
7. Shareholder discount to work on all of the above.
Too often I book despite ba.com rather than because of ba.com. Not a recipe for BA success in a world with increasing reliance on internet bookings.