British Airways and the Problem of Fees, Frills and Perspective
Patrick Whyte, Skift
Alex Cruz, the Chief Executive of British Airways, is in a tough spot. For years the airline has positioned itself as a premium brand and — whatever the company says — customers don't like it when you start charging for something you used to get for free. It's probably too early to say whether the changes to short-haul meal options have been a success and doing it on long-haul flights would be a totally different proposition.
2 weeks ago