British Airways is destroying its own brand, according to travel agents, who believe it is in danger from becoming indistinguishable from the low-cost airlines since the revelation that it will no longer serve food on short-haul flights.
The majority believe that the airline’s decision to phase out free meals and snacks from next January, starting with flights from Heathrow and Gatwick, is a mistake.
BA announced last month that instead of including refreshments in its fares, it will sell a range of M&S sandwiches and snacks onboard. It claimed prices would be competitive and in many cases lower than rivals’ inflight fare.
However, in a TravelMole poll, almost 56% of agents agreed with BA was ‘becoming just another low-cost carrier’ and ‘destroying the brand’.
