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I get the feeling there is quite a lot of arrogance at BA with the presumption that passengers will always fly BA because they are the official British airline, regardless of how good/bad/indifferent the experience is.

If passengers jumps ship and fly AA to the US or CX to Asia, it doesn’t hurt so much because so much of the revenue is shared regardless of the carrier, and with VS being so small, there is no real competition on BA’s key routes.

If BA was a stand alone airline, maybe they would think more about the importance of brand loyalty.