BA has a definite advantage for passengers wanting to fly to the UK and some nearby business cities in Europe. But what about the beyond traffic? Plenty of North and South Americans fly to India, ME and Eastern Africa. BA used to be a logical first or second choice, but now Emirates, Qatar, Etihad and Turkish have increased both the one-stop options to those regions (in many cases offering far more destination choices) and the level of quality service. It is difficult to compete with EK's A380 and it's business and first class options. Of course, having loyalty programs help BA retain some business passengers, but Turkish and Qatar have recently joined alliances as well and can offer bolstered loyalty points for those passengers who want them.
It will be interesting to see how BA adapts with the new 787s, A350s and Super A380s in the future and perhaps develops higher levels of service in the future.
