Experts have warned that British Airways risks losing its reputation, following its latest moves to compete with low-cost airlines, like Ryanair and easyJet. BA slashed legroom and in-flight perks in a bid to lower prices, posing stiff competition for budget airlines. Its new business model will make the average flight cheaper than some of the budget airlines.
BA plans to reduce gaps between seats from 30 inches to 29, making its legroom the same as EasyJet’s and less than Ryanair’s 30 inches. This will create space for two extra rows of seats to carry 12 more passengers. Low-cost airlines Flybe, Norwegian and Wizz Air will now have more legroom than the country’s flag carrier.
The airline also struck a deal with Marks & Spencer, the supermarket, to charge passengers for complimentary food and drink, which has angered the airline’s loyal customers.
Brand experts are now warning that BA risks losing its “elite status” among its customers.
Peter Knapp, the global creative officer at the branding consultancy Landor told The Times:
'Along with the removal of free meals on short-haul flights there is little for the economy traveller to choose between when comparing BA to its value-focused competitors.
'BA need to be careful of how their brand image will fare following these announcements.
'The worst-case scenario is for their brand to devolve, losing their elite status as Britain's flag carrier as it cuts the services that help it stand out in a highly competitive marketplace.'
Tory MP Will Quince added that despite it being a business decision, removing the complimentary food and drinks means BA will have no competitive advantage over other airlines.
Max Kingsley-Jones, of aviation magazine Flight Global, on the other hand justified the airline’s decision as a mere response to competition from budget operators.
He said: 'BA is seeing declining fares and it has had to adapt. We've already seen it with the decision to offer hand luggage-only fares.'
A BA spokesman said: 'From next year we're making a small increase to the number of seats on our A320 and A321 fleet so we can keep fares low. Customers fly with us because we offer quality and value in all areas.'
BA will adapt the Airbus A320 and A321 to be used on routes from Heathrow and Gatwick to Europe.