What’s happening to BA. Well where to start? Late flights, filthy aircraft interior and exterior, too often good service is rare, average service at best. Late flights, lost bags. This I feel stems from poor management, lack of leadership and accountability. They pretend to listen but really do not have a clue. Other airlines such as AF/KLM actively track their loyal customers and automatically compensate with mileage when they drop the ball. BA offer nothing. When you write to them you get an off the shelf standard letter adapted to your complaint. Personally I think the only solution is to vote with your feet. Years back when a major US airline was facing the cliff edge due to poor service the new CEO came in and initiated one of the most renowned corporate turn arounds in the airline business. His opening mantra to his senior managers was ” How about this as an idea, we fly our passengers to where they want to go, when they want to go, on time and preferably with their bags!” The case study should be compulsory reading for all BA Managers! If they want to increase profitability then they should focus on getting the basics right.