Originally Posted by
Behindthecurtain
Couple of comments:
I use 1st a lot on DME-LHR and agree that it is mostly Russians of the rich variety that use it both for London and Onwards along with a smaller number of those of us who Avios Upgrade or Avios purchase and international connections from the US.
There is a real status/ego culture over here and people will buy something very expensive, just to show that they can and others cannot. Business and 1st (Transaero's Imperial as SU has no 1st) are always sold out on the holiday flights are they are rarely discounted. Plus BA flies to a lot more places than SU or UN. Sensible of BA to make a play for these people.
As to loading being low or almost empty at times. That is down to travel patterns, if you fly the route regularly, you will often see that a half empty flight in one direction is rammed in the other direction.
One thing I think BA is not doing well here though is positioning WTP. Russian Airlines do not have WTP in the same sense as BA. On UN PE is the first few rows of Economy, with no difference except for faster deplaning and access to the lounge, SU, S7 and UTAir do not have PE in any form. So Russians mostly do not understand it, value it, nor look for it. WTP is comparable in many ways to SU, UTA, S7 and UN Regional Business, so could be a money spinner for BA on this route.
I think you are quite right, and I think BA Marketing people miss this point on a fair number of routes.
On some routes WT+ is very successful and according to the figures is a very profitable brand for the airline, but on others it is full of upgrades or empty.
What it needs is an awareness ad campaign directed at certain markets such as Russia, and parts of Asia. In fact even the US customers seem unaware of the cabin, as they are used to UA/AA etc where the premium economy has less benefits (though is free to sit in for many elite club members).
I have done a few Moscow flights recently, and I think BA have done well with the strategy of LongHaul services on the DME. The premium cabins are fairly busy and certainly when I talk to the customers they really appreciate the extra comfort and service.