What price goodwill and loyality?
BA stand to loose a lot more than cash at this point. Remember Terminal 5? How much did they loose in loyality then?
Reading the posts about the service onboard, BA will loose out because of the standards onboard are being slowly erroded, eg lack of ammenities, choices seat pitch etc. BA are still charging premium prices but what does the passenger now get compared with 5 years ago?
No wonder the likes of EK, SQ, CX, MH, QF, EY, QR are doing better in the Far/Middle East