I don't believe them for one second.

BA is a 'mother' brand. One that we all like to feel we own a part of and one that we forgive. It too is very aspirational - one that people associate with high class and sophistication. Therefore, a lot of people will aspire to travel with BA for both business and holiday. It's the kind of brand that people love to hate. They hate them when they can't be with them, but forgive them when they let them down.

I will eat my arm if people stop flying with BA. I only wish my brand had the same pull......without the awful PR naturally!