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Interesting thread Jonathan and welcome back.

I don’t fly that often with BA though I’ve nothing against them, it’s just that ex Lugano (Milan) Swiss and Lufthansa are more convenient for me – and truth be told I do prefer them. So to answer the question, yes, fare is important, but if the saving were only a few hundred over LX/LH I’d stick with them for convenience. If however the difference were a few thousand then I’d definitely choose the competition even if it meant a midnight shuffle in Dubai.