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AnthonyDunn – 24/09/2015 10:51 BST

It seems they understand what a premium class should be like 😉

“Experience dedicated service, exceptional comfort and understated British elegance in every stage of your journey, from the moment you book to your final destination. From luxurious lounges to on-board fine dining, we make sure everything meets our meticulous standards.”

From ba.com, the overview of First.

The problem is that if you describe your product offer like this, charge quite a price for it and then ram everyone together in a bus to/from a remote stand or run out of meal choices or slippers, it tends to generate complaints.

I don’t disagree with your point though; the problem with being ‘average plus’ is that markets either want cheap or plus and it is the dominant position at Heathrow that allows this average plus approach.

Quite a dangerous strategy to rely upon, IMHO as the best companies are moving forward and playing catch up becomes harder and more expensive, the longer you leave it.

Does okay for the P&L in the short term, though.