British Airways’ Challenges Say Plenty About the State of Air Travel


What occurs when a beloved airline alienates a few of its prospects?

British Airways

The shifting fortunes of 1 airline have lots to say in regards to the broader business.

For nearly 20 years, British Airways utilized an particularly memorable slogan: “The World’s Favorite Airline.” Within the years since then, issues have modified — and never essentially for the higher. In 2019, The Guardian reported that prospects within the U.Ok. ranked the airline near the underside of quite a few classes. Three years later, the identical survey — performed by Which? — once more gave the airline low marks. Given the airline’s historical past and onetime reputation, it’s led some observers to marvel the place issues went improper.

In a new article for Air Mail, Mark Ellwood chronicled the final 40 or so years of British Airways’ historical past to see how an airline beloved by enterprise vacationers and the royal household (amongst many others) misplaced its cachet. Ellwood’s reporting covers a variety of floor, but it surely’s most memorable in the way it illustrates a wider level about how airways (or most companies) can alienate prospects and sacrifice collected goodwill.

Ellwood’s article follows British Airways’ transformation from an organization that emphasised customer support beneath CEO Colin Marshall to what analyst Henry Harteveldt termed “dying by a number of billion cuts.” That included ending free meals in financial system class; it additionally prompted one passenger’s remembrance of being charged for decent water. A spokesperson for the airline clarified that they haven’t charged for decent water in years — but it surely isn’t onerous to see why prospects pissed off by the follow would keep in mind that when reserving their subsequent flight.

Admittedly, a few of the points British Airways has needed to take care of have been largely out of its management: the consequences of the September 11 assaults on air journey, as an illustration.

Different points cited by Ellwood really feel eminently avoidable, from an try and undermine rival Virgin Air that resulted in a fine to a penalty assessed by the U.S. Division of Transportation over customer support points. There’s some extent when the seek for “effectivity” can remodel into one thing a lot bleaker — and Ellwood’s portrait of 1 airline completely illustrated this very situation.



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