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| Picture: British Airways |
When Robert Louis Stevenson wrote “for to travel hopefully is a better thing than to arrive” he probably wasn’t considering flying any distance in economy class. Airlines today are so cost-conscious (i.e. profit-minded) that those utopian days of the proletariat joining the jet-set are now a distant memory as we cram into 10-abreast seats too narrow, and in rows so tight we resemble the enmeshed and entangled bodies of Picasso’s Guernica.
Now, I know what an elitist (and faintly pretentious) thing that is to say, but as my new job will involve frequent international travel, which means flying economy in accordance with responsible company rules (unless upgrades can be scored by a combination of personal cash and general obsequiousness at the gate...), I have a vested interest. And because the majority of my airline loyalty points are with dear old British Airways, I will probably be defaulting to the creaking flag carrier, just to maintain my lounge status. Yes, that’s just how shallow frequent flyers are. Except that BA, once the “world’s favourite airline”, no longer is. In fact, events - largely, it would appear, of their own making - have contrived to make BA anything but.
BA's CEO Alex Cruz will probably be glad to see the back of September: earlier this month he had apologise before the media after it transpired that BA’s website had been hacked - possibly over the course of several days - during which data including customers’ e-mail addresses and credit card information (including critical three-digit CVV codes) was lifted, affecting some 380,000 transactions. Just this last weekend the airline suffered yet another “technical issue with some of our internal systems” (or ‘IT failure’ in clearer parlance) at its hub, Heathrow Airport’s Terminal 5. Once again, this led to horrendous check-in queues and delays of up to two hours (“slight”, according to BA) to flights all over the world as computers managing the entire bag drop-to-boarding process fell over.
Twitter, as ever, bore the brunt of passengers’ frustrations: journalist Andrew Neil vented: “Yet another computer failure at Terminal 5 Heathrow for British Airways. Now regular occurrence. Flights delayed. Usual shambles, not yet on huge scale.” I’d hardly call it “regular”, but BA’s recent history of IT disasters certainly warrants the “shambles” part. “I think somebody at your organisation should press Ctrl+Alt+Delete and just start again,” another tweeted. BA strenuously denied that computer failure was at fault, calling it a “temporary glitch with some of our internal systems”. In other words, an IT failure.
IT problems have been at the core of BA’s worsening reputation in recent years. Having rolled out its new “cost-effective” ‘BA FLY’ IT system in 2015, it has been beset with problems. Employees reported it breaking within only a few weeks of coming onstream, leading to heavy delays at Heathrow and Gatwick. Almost a year later, on 7 July, 2016, the system suffered another failure, causing enormous queues for check-in at Heathrow. The system was to break down twice more that month, and again the following September, causing problems for the airline throughout the world. And then, in May this year, BA suffered its most reputation-damaging outage to date, when an employee error brought down the BA network leaving 75,000 passengers, their luggage and their planes stranded around the world, leading to 670 cancelled flights and a heavy dent in BA’s profits to boot. It’s easy to blame IT failures, but then again, they shouldn’t be happening so often to all the ‘mission-critical’ parts of an airline’s day-to-day operations, like check-in, baggage and boarding. And a multi-million pound retail activity like a national flag carrier's website, shouldn't be getting so comprehensively compromised by hackers. The suspicion is that penny-pinching, as BA obsessively tries to compete with budget airlines like easyJet and Ryanair, is undoing the reputation of an airline that once justifiably claimed to be one of the world’s best.
It’s no accident that most of my frequent flyer miles are with BA, built up mainly over the 17 years I lived abroad and made frequent trips back to the UK. However, over those years, the quality of BA’s service has noticeably eroded, and not just when ‘turning right’ into the supposedly cheap seats. Eager to cram in as many people has possible, even BA’s business class cabin has shrunk, squeezing rows tighter. Business class is where any airline makes its money, but without the high volume of economy passengers, a global carrier like BA would struggle. On short-haul flights, economy passengers now have to pay for snacks. This might be expected on budget airlines, but even when those sandwiches come from Marks and Spencer, it only adds to the cheapening of the BA product.The airline is also somewhat behind on what it provides for long-haul flights: the other week I flew to San Francisco on a 22-year-old Boeing 747. It’s a dear old aircraft - perhaps my favourite widebody still flying - but is definitely showing its age. Even BA's inclusion - finally! - of inflight WiFi on the outbound flight (notably missing on the return trip…) and a refresh of the seats doesn’t mask the fact that other airlines are streets ahead in bringing new planes into their fleets. But even where BA has introduced new aircraft, there are mixed results.
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| Picture: British Airways |
Of course, I have options. Even with corporate travel, there are probably better options with other airlines, but these will almost certainly involve either American carriers (to avoid at all costs) or time- and patience-sapping stopovers where, inevitably, luggage will go missing, to be retrieved usually after the trip is complete. And now I think of it, BA’s history of losing luggage is not one to be proud of.
Whether they admit it or not (and I’m still prepared to defend it), BA has lost its sheen. Middle-eastern airlines like Emirates, Etihad and Qatar, have long eclipsed BA for service, comfort and innovations. Likewise one or two of the Asian carriers, like Singapore and Cathay Pacific. In Europe, I’ve had better experience with Air France, KLM and Lufthansa, carriers of similar or equal historical standing to BA. CNN’s business and travel reporter Richard Quest recently blogged that BA-bashing is “a national pastime”, saying that its status as a national institution put it on a similar par to the BBC or the Church of England for sniping. But having travelled almost exclusively with BA for many, many years, its decline - while not necessarily acute - has been palpable. A spoon fewer here, a more basic meal there - it all adds up. Quest points out that BA is, at least, refreshing its fleet with newer, more efficient planes like the Airbus A380, the Dreamliner and the A350 (which, in the example of the Finnair examples I’ve been on, is extremely comfortable), but if it is just going to squeeze in the maximum number of economy seats as possible, as my experience already of a BA 787 has found, all they are doing is putting Ryanair-standard cabins in the air on premium routes.
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| Picture: British Airways |
Not everyone can fly in business class, and yet those of us flying economy on corporate tickets have often forked out business class pricing, as business travel agents tend to book expensive, fully flexible tickets, rather than the cheap-and-cheerful prices we see as consumers when booking our holidays. I have no problem with budget airlines: easyJet and BA’s own stablemate, Vueling, are perfectly fine for travelling down to the Mediterranean, for work or pleasure. But for long distances, the sort of flights that made BA the national flag carrier to begin with, there’s a sense of non-premium passengers being treated like commodities. I recognise the argument that we, as travellers, want to fly for the least amount of money possible, but I also think that if you want no-frills, you fly with a no-frills carrier (like Norwegian). For what British Airways charges for its longer flights, you’d have thought that passenger comfort - for those of us who ‘turn right’, would be given more attention.
As Quest points out in his post, BA will be 100 years old next year, “a perfect chance to turbo charge the necessary changes”. It was, once, a pioneer, introducing things like premium economy, in which you can ‘almost’ experience business class without paying the high price. Perhaps with a little premium thinking BA could do something about overhauling its currently bruised reputation, both on the ground and in the air.
