This is great news for SOU, but interestingly compared to previous route / airline launches at the airport from KLM, EasyJet and Volotea the reaction on social media is massive and I have seen numerous posts all over FB and Twitter from people who are not in the industry / interested in airliners etc sharing and commenting on the news. It's clear the value that the flag carrier has is huge and will likely generate demand in its own good. South Hampshire is the UK's 8th largest urban area and Hampshire has the largest economy in the UK outside of London/Surrey/Manchester/West Mids and could easily sustain demand, particularly with the high number of regular BA flyers in the area that would more than happily use the airport in comparison to places such as MAN, BRS and BHX.