There is a trend developing on this board that BA should, quite frankly, be very worried about.

It seems that many here are quickly becoming disenchanted with BA, mostly in part to the rise of some exceptional competition coupled with the constant penny-pinching and constant 'enhancements' we are seeing from BA. I have read (and participated in) a number of threads on BAFT where the resounding response was to fly another carrier, not BA. Is this just not a sad indictment of the current situation at BA?

Sure, many of us have converted to superior carriers in the OW alliance (including myself) - QR, CX, MH, JL, even AA! Five years ago I would very likely have been found in a BA seat, but having such better experiences elsewhere, how can I justify spend my or my employer's money on often higher fares on BA, but for poorer hard and soft products?

BA's cabins may be 'fuller than ever' but is this sustainable in the long-term with no clear improvement strategy, to compete at the more premium end of the market? Yes, BA have very aggressive corporate deals that force many to stick with BA, and of course the stranglehold on LHR driving some of this. Will more and more people see the opportunity to fly better than BA, often with better fares?

It seems BA has lost its spark in recent years. Is it a case of being left behind, or BA management deciding they want to be a very middle of the road carrier? IAG results are very good in the industry, granted, but when I am choosing a carrier to fly, I could not really care less about the shareholder return that I am adding to - I will be selecting based on route convenience, fare, hard and soft product offered.

I was a very strong believer of the drive to fly my national flag carrier, and would have recommended BA over many other carriers, but no longer is this case. I would really like to see BA to return to the glory days when it was market leading in many areas (heck, I would even be satisfied with parity to the competition at the minute!).

Come on BA - make yourself great again!