Feb 3, 2022
British Airways has a nostalgia problem
British Airways passengers may yearn for silver service in the skies. Newish boss Sean Doyle has pledged to restore the airline's reputation for premium customer service. The problem Doyle faces is that compared with what passengers want, what BA can deliver can only end in disappointment. British Airways recognises like everyone else that in economy class, you compete on price first and foremost, not frills. HSBC analyst Andrew Lobbenberg estimated last year its premium economy profit margins per square metre of floor space were around 35 per cent - higher than business and more than double economy.
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