IAG needs to ascertain what type of service it wants to offer and from where. Once they have done this they need to sort out their branding.

BA, Full Service Airline, (LHR and LH from LGW?)
IB, Full Service Airline

IBX LCC
Veuling LCC

They also need to decide what to do with their 26% Shareholding in Flybe. Acquire the lot or ditch it and go head to head with them using Veuling

Messing about with BA's service levels to become pseudo LCC on some routes only confuses the issue and makes people disenfranchised. If LCC SH works at LGW, go the whole hog and make it LCC, but for crying out loud remember simple marketing principals. People will not pay a premium for a service that is possibly maybe better if you could actually understand what is what. That way people know they have an LCC link to LGW interlined with a BA and therefore full service airline on their LH Leg.

Yeah I know this may pee some people off as they like their CW from LGW, but if it loses money and brings little or no benefit to profitability LH, then no sane business would want to keep it and by having the alternate brands, there is a clear demarcation, so people can make a choice.

Some of the annoyance of losing full service would be offset by keeping the LCC Brand (s) in Oneworld enabling both Tier Points and Avios to be earned and therefore count towards what most folks here seem to want which is LH WTP to CW Upgrades. Maybe a further benefit would be also to have reduced Avios Saver Fares on the LCC as well, once again creating a demarcation point and choice without damaging what is in reality a strong brand. BA!

In ad