Not sure it’s anything more than finding places to fly their aircraft whilst business travel remains lower than pre-pandemic. VFR will rebound fairly quickly.
There are plenty of successful Eastern European people in this country, but my experience (I’m married to one) is that no matter how much they’re earning, they’ll always take the cheapest flight home, never pay to take a bag and will make their own sandwiches to take onboard. I don’t think many will be paying a surplus to avoid Wizz or Ryanair.
That said, they’re all fantastic cities to visit and it’s nice to see BA thinking outside the box.