So what ARE the "better elsewhere" routes for BA out of LHR, now they have all the BMI slots to play with ? To me it seems that all the good opportunities have in fact been adequately served for many years, and what is currently unserved is just on the margins. The best that can be said about the BMI purchase is that it has stopped OTHERS from getting slots.
That's true to an extent. But IAG and BA have been very clear that partnerships are the way forward for developing new routes. San Diego is a prime example. BA had struggled with this route historically but the extra support of AA's frequent flyer base in the region has made the relaunch of this route a great success. The joint-venture with JAL is in its early stages but already the codesharing is boosting the Tokyo routes and helping BA in a local market that is not easy for a European business.