BA is good for families. Not difficult to get 4 premium seats on redemptions (just got 4 of us back from PEK in F yesterday) and the things everyone hates about CW - that you are on top of your neighbours - is good for keeping kids controlled.
Family accounts are also very rare in this game. Being able to earn when your kids fly is a rare benefit that BA offers.
If you want to get a family into a lounge, get a Priority Pass via Amex Plat.