Reply To: Product and Price v Loyalty

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Do any of you have any thoughts why BA did not take advantage of of the arrival of their A380’s, 787-800/900 and 777-300ER’s to update the F and CW cabins to bring them more in line with or get ahead of the competition.

Difficult to say, without insider knowledge, but possibly a combo of

– cost/cashflow – BA let the fleet get very old; fleet replacement cost swere not trivial, so perhaps the prioirty was frames, not seats

– competitive edge – Heathrow maybe provides what other airlines seek by better producst?

– lack of strategic ambition and a focus on cost containment?

– another cunning plan, that we don’t see?

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