British Airways. The missing pride.
British Airways used to stand for something, and no one can tell you what that is any more.
THE GIST ON BRITISH AIRWAYS: "The British Airways Problem"
What did BA used to be?
It once embodied institutional pride and dignified confidence. Flying BA felt reassuring and professional.
What changed?
Over time BA became more tightly managed as an asset inside IAG, its parent company. Product streamlined, service consistent, but the price stayed high. People feel they're paying a premium price without a premium experience.
What has been lost?
Pride. You get to charge more because there is reassurance in choosing you. When customers sense a company no longer takes pride in its standards and focuses on yield, efficiency and process, they mirror that back. This is what happens when companies prioritise performance over experience: people feel taken advantage of and the brand hollows out. Borrowed time, and it's anyone's guess how long BA takes to get back to what made it special.
Is BA still worth the premium?
Your take. One tap, then see how everyone else voted.
Quick answers
Why do people feel short-changed on BA?
They pay a premium price without receiving a premium experience.
What has been lost?
Pride in its own standards.
What happens when performance beats experience?
People feel taken advantage of and the brand hollows out.
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