Originally Posted by
BA6948
Rightly deserved I have to say. And does the BA brand stand for now? Luxury, no. Low cost, no. Great service, no.
I actually think a hybrid version: very luxury in front, and very budget in the back with a middle point in between, will work in the long term.
The problem is the executive actions that required to implement such vision is not there in BA.
The investment for future and infrastructure is not right.
The leadership is focusing too much on budget and cost cutting before the front of the cabin is wrong.
I recently travelled on AA between ORD and LHR in Y, great wifi, free live TV with live sport (premier league and others), BBC news and CNBC. Ignoring the food part, BA looks like a budget airline stuck in the 1980's.
I think what BA had done wrong is they got the order of investment wrong. They should have started with infrastructure (new seats, new wifi and live TV) first, then cost cutting with introduction of Y- and BOB.