I think that what we are all facing is simply the reality of the world. There are wars, we’ve had the covid pandemic, there’s economic uncertainty, and we’re facing up to a greater awareness of what humans’ prior approach to life does to the planet. This isn’t just a BA thing, is it? It’s a “what does it mean to be alive in 2025?” The truth is that all of the above make aeroplane travel *as we have known it* a scarcer commodity.

We are now going to start ruing the halcyon days of 2018!

I think BA is tapping into premium leisure, and no doubt ‘growth markets’ more - simply because it will be following the data on where the money is.