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BA begins fight back against budget carriers
British Airways has overhauled its struggling regional business, CitiExpress, by slashing prices and rebranding the carrier as it begins to fight back against the low cost carriers.
But earlier fears of job losses and drastic route cuts appeared unfounded, at least for the time being.
The shake-up comes amid intensifying compeition in the European short haul market that has seen CitiExpress lose out to the low cost carriers.
Chief executive Willie Walsh has previously described the performance of CitiExpress as “not good enough” and a “financial challenge.”
Central to the restructure will be a reduction in ticket prices by up to 40% with restricted and non-changeable fares scrapped altogether in favour of fully flexible tickets, irrespective of the price.
British Airways Cub Europe will also be stripped out and a single class cabin introduced on all aircraft while on board catering will now come at a charge.
The carrier will be rebranded BA Connect.
Two ticket types will be offered. BA Connect – two million of which will be available year-round – will offer the lowest price, and BA Connect Plus which will offer airport lounge access and seat selection at the time of booking. BA Connect Plus prices will start from £110 one-way.
Bookings for the new service can be made on ba.com from February 1 with a launch date of March 26.
CitiExpress managing director David Evans said the relaunch, which will be supported by a major sales and marketing campaign, is a “direct response to challenges that have emerged in the market place.”
“The restructuring of the regional business will set up apart in this fiercely competitive market,” he said.
“We have an innovative service promise for business and short break leisure air travellers offering year-round, one-way prices that match the no-frills airlines and the added service promise and resource of BA.”
Report by Steve Jones
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