‘To Fly, To Serve As Little As Possible’ — British Airways Asks Passengers Which Perks To Cut Next

British Airways once called itself “the world’s favourite airline.” Former BA CEO Alex Cruz is proud of having turned it into a low cost carrier. They eliminated water from coach over the summer but were forced to bring it back. Last year they served breakfasts in the afternoon in business class because it’s cheaper than other meals. They’re devaluing their miles again.

The airline is now surveying customers to learn what passengers are willing to do to save the carrier money next:

• “Opting out of receiving an in-flight meal ahead of flying” British Airways partner Japan Airlines has called skipping meals the ‘ethical choice’ for the environment, suggesting it’s unethical to eat on board. JAL, though, offered customers a reward of an amenity kit for opting out of the meal, so they probably aren’t even reducing waste.

  Delta – which owns an oil refinery – suggested that customers opt out of meals for the environment as well.

  United offers the meal opt-out and offers it as two different choices in their pre-order meal selection flow.

• “Travelling with fewer items of luggage” Less weight saves fuel, and potentially they could save on baggage handlers and equipment as well.

• “Bringing a reusable water bottle or travel mug to refill at the airport or onboard my flight” They’re back with another run at cutting down on the expense of bottled water in the cabin.

• “Opting out of receiving sleepwear ahead of flying” on routes that feature pajamas BA might save a few pair for future flights.

• “Packing less than the maximum luggage allowance weight” Another way of asking the baggage question to save fuel.

• “Opting out of receiving amenity kits ahead of flying” just like pajamas.

• “Selecting my meal preference ahead of flying” British Airways actually offered this option prior to the pandemic, but it never returned. Today they only offer pre-order of special (e.g. religious, diabetic, etc.) meals.

Here’s the actual survey question:

This selection does not appear to include anything that British Airways would add for customers, and or seem to suggest British Airways would offer customers anything in exchange (although it might be smart for them to do so). It’s likely instead that the narrative would be passengers are benefiting the environment by reducing food waste and disposal of single use items.

It reflects a mindset reminiscent of the 2017 move under CEO Alex Cruz to only offer cold airplane tank water for free on intra-Europe flights – even hot water for customers to make their own tea was charged. In 2018 they began testing offering water as a free perk to elite frequent flyers.

If you don’t like it when cuts are implemented? Flight attendants have been instructed not to apologize.

Another historic British Airways slogan was “To fly, to serve.” They’re reinventing it, it seems, as “To fly, to serve as little as possible.”