Robsmith100. The short answer is yes if YOU feel YOU are getting value for money.
Service however is very erratic across the board but particularly so in economy.
The strikes are an irritant and if departing from LHR not an issue but could be if departing regionally or from the EU as these services more likely to be disrupted.
Food is erratic and non existent short haul economy.
I too have never had a bad meal in First but for the fare I expect far more and it is simply not value for money, especially originating in the UK
Interestingly BA did not appear in the cellar awards which were reviewed in this months BT magazine in any class.
Lounges are not important to an economy customer as it is unlikely that you will have access either via status and certainly not due fare. As a result, this reason can surely be discounted as a reason for flying BA.
Getting status at BA by flying cheapest M class to say, JFK would require 10 round trip and costs around £5000 so it is possible. If based in Europe (eg Milan) then it would require just £2415 of expenditure and just 5 round trips.
There is no wow factor whatever in M class on an old BA747. Just hope the IFE works.
Overpriced, absolutely it is especially ex LHR but not on M class fares especially.
The APD argument is a diversion from the very high fuel surcharges which BA impose on all tickets types and given they have now been in place for many years, they are no longer surcharges, they are the fare and it is iniquitous that they are allowed to continue to do this. They are also typically twice the rate of any APD. On a Milan JFK route the fares are almost identical from Milan or LHR so APD is not an argument for avoiding BA ex LHR
Shareholder discounts are almost pointless as the only apply when solely on BA metal and not on the surcharges so any saving in economy on a point to point flight is minimal. Indeed it is often cheaper to buy the through fare in any event.
On Europe flights when the fare is £14.80 and the taxes fees and charges £63 it is hardly worth the hassle factor of logging in.
If however you are in Club then the picture changes a little. If flying from the UK the fares are frankly laughable for the service provided but begin in Europe and they become just about reasonable and fairly competitive. Shareholder discounts become significant when the fare component is £1500 but again caution must be exercised.