All fair points but in reality IAG/BA have set a strategy for the business and will be measuring their execution against metrics like revenue, passenger growth, RPK which are all increasing at healthy rate with the current strategy. Of course other factors such as oil price will have positive impact on their business performance. They will of course be measuring customer loyalty, brand preference, perceived leadership in the airline industry etc. and here I don't know whether there are any public metrics that are shared but expect that many on this forum would expect these numbers to show less favorability. The current results show that IAG can be successful in driving revenue and profit without this and of course only time will tell whether that is a sustainable strategy for long term success.

IMO BA offers a middle of the road premium offering that has been in decline, I wish they would make more meaningful improvements but not sure that is the strategy they are pursuing.