British Airways will ‘always be a premium airline’ despite removing free food from flights
British Airways chief executive Alex Cruze stated at the Aviation Club lunch: “Let me make our position clear: we are, and always will be, a premium airline. And we are, and always will be, committed to customer choice.”
This is in light of recent cost-cutting processes that the airline has undertaken, such as removing free meals on their flights.
Instead, they now offer customers M&S food which they can purchase on the plane with sandwiches starting at £3.90.
Cruz also admits that this won’t change anytime soon: “It was absolutely the right decision for BA to take, and I absolutely admit it was very difficult at the beginning.”
Problems with this were stated from the get-go, with passengers on longer flights to Europe complaining that there was a limited choice or that there was no food left.
Cruz then admitted that they “made apologies” and “fixed it”, and that long-haul flights will still be given free food and drink.
Other European carriers such as Norwegian and Ryanair are able to keep their costs lower by not offering free food during the flight.
British Airways will be boarding passengers in regards to how much they paid for the flight.
Often called zone-boarding, first-class passengers and those with a gold membership will automatically be allowed to board first.
Economy passengers who choose to fly with just hand luggage will be the last to board in the new system.
Children and anyone travelling with a disability will be exempt from this rule and still be allowed on the plane first.
An internal British Airways document, seen by The Independent, states: “Group boarding simplifies the process, making it easier for customers to understand the boarding sequence at the gate.”
British Airways also announced a £4.5 billion investment programme last month, which will include improvement to the catering on long-haul flights, 72 new aircraft to the fleet, as well as faster Wi-Fi connectivity.
Cruz has stated: “As a national flag carrier, we are not granted some special immunity from the way the industry has changed.
“Incumbency does not grant any privilege. We have no divine right to flourish, and we don’t ask for one.
“We want to be the airline of choice for everyone.”