For my return flight to Switzerland, I’ll be travelling with British Airways from London’s Heathrow airport. The main reason being that there is currently no direct service from London City airport to Basel.
Getting to the Airport
You may have noticed that there are no posts of food and no comments about the service on board this flight. That’s because there’s really nothing for me to say. With the introduction of buy on board, the airline’s interaction with the passenger is quite limited. Especially the way the BA crews go about it. I watched them during the serivce. What struck me, was that they just passed through the cabin without really saying anything much. If passengers wanted to order something, it was up to them to make sure the crew noticed them. The low cost carriers do that much better I think, because on Easyjet for example, the crews are proactively trying to make a sale. As such, the onboard sales, and with that also the airline’s brand, assume a much more prominent role.
In contrast, I must admit I found this experience on BA completely interchangeable with just about any other airline, because the service I purchased has literally been stripped down to just taking me from A to B.
Date: 25 March 2017 Departure: 07:00 Arrival: 07:30 Flight time: 1 hour 30 minutes Aircraft: Airbus A 319 Seat: 10A, window seat on the exit row
This is more of a commentary than a trip report. At the beginning of this year, British Airways implemented a whole range of changes to adapt its business model to that of the low cost carriers by aligning its short-haul Economy Class product to that of the likes of Easyjet and Ryanair.
Seat reservations are only available at a charge – and they are not cheap, especially if you’ve set your heart on one of the extra leg-room exit row seats. Even with Executive Club Silver status advanced seat reservations are only possible against payment.
And then in January 2017 British Airways introduced buy on board food and beverages on short-haul Economy Class. The carrier has teamed up with Marks & Spencer, presumably hoping that the retailer’s excellent brand recognition will do something to offset customers’ undoubtedly frosty reception to buy on board service.
There are only snack available really. Things like the plowman’s cheddar sandwich, chocolate bars, etc. And of course it’s really all very healthy. The prices are rather steep though. A sandwich will set you back GBP3, while a coffee is GBP2.80, which I find rather a lot.
I’m an old romantic at heart and I yearn for the good old days when hot meals in Economy Class were the norm and not the exception and were actually edible. Even so, British Airways’ move makes a lot of business sense to me. By reducing complimentary services in the rear of the cabin, the gap between the Economy Class product and the Business Class product is widening again, without the burden of having to invest in a costly upgrade to the premium product or cabin.
But of course the whole thing could also go horribly wrong. From what I could tell, on today’s flight not that many people ordered something from the buy on board selection. Unless British Airways can make this venture worthwhile for Marks & Spencer, it will probably not last very long. But we shall see.