I ask the question because it seems that BA has resigned itself to being a low cost airline.

Across all classes, we hear of more and more cost cutting, most or it being extremely petty with little or no substantial impact likely on the bottom line. The removal of flowers from the First toilet is a classic example. An utterly pointless exercise that will have no bearing whatsoever on financial results. Only one example but it just sums up the stupidity of the management.

I can think of many other cuts but they have been discussed ad nauseum on FT.

As BA has effectively given up on being better than the rest and has lowered the bar to EasyJet/Ryanair level, is it justified in marketing itself as a premium airline? In my view it is no longer a fitting description.

Yes it still does some things well, but on many levels BA is simply not in the same league as many other airlines now and doesn't appear to have the appetite to try and compete any more.

Great brands constantly strive to stay ahead of the rest. What a shame BA has no stomach for a fight.