Are things really that bad with BA short-haul?
LCY is arguably a good example of BA being able to see off a competitor when it has the right aircraft and the right cost base to compete.
LGW, after more than ten years of having a question mark hanging over it, is finally expanding in short-haul. The Boeing 737s are being replaced and new longer-range destinations are expected when more Airbus aircraft come online.
As for LHR, it's had plenty of growth in recent years, partly through organic growth and bmi, both in business and seasonal leisure routes.
The Reward Flight Savers are good value Avios redemptions for Executive Club members. As are the last minute weekend/daytrip fares. Executive Club cardholders get a decent package of benefits. Club Europe is probably one of the more accessible short-haul business class packages. I also find the service levels generally very high - certainly much more consistent than on long-haul.
Certainly things could be improved, like clearly marking the overhead bins in Club Europe for business class passengers and replacing the cold meat plate on mid-morning flights and the Afternoon Tea.
The one area BA is going to have to bit the bullet on is catering in EuroTraveller. Either improve it, or introduce buy on board catering.