Unfortunately BA has ranked bottom of the Which? airline survey for 2025 for LH and 12/16 for SH. The review is based on economy travel.

The British flag carrier, which says it’s invested billions in improvements over the past few years, has failed to keep up with rivals such as Virgin Atlantic and Emirates and has the joint-lowest long-haul customer score, along with Air Canada.

Which? goes on to provide some explanation:

British Airways’ customer score of 62% for long-haul and 57% for short-haul is very similar to the scores it’s had in previous years.

It’s better than the 50% (long-haul) and 52% (short-haul) that it got in 2018. The problem is that other airlines are now rated more highly than BA. The best airlines in our survey get scores of 80%.

BA is rated not just below the best carriers such as Jet2, Norwegian and SAS for short-haul, and Singapore, Etihad and Emirates for long-haul, it’s also below easyJet, Tui and US airlines such as American and United.

For short-haul, boarding, seat comfort and food and drink are all rated just two stars. BA told us that passengers are ‘seeing the benefit of our £7bn investment programme, with operational performance improving by 18% over the last 12 months’. But it’s yet to match the performance of most of its rivals in our survey.

Which? is generally considered to be a trusted consumer rights organisation which publishes various reviews throughout the year.