Tuesday, 7 March 2017

BA leg room cuts would be a marketing blunder

Free market competition should mean real consumer choice - not a race to the bottom. I'm a long legged beast, so you can accuse me of special pleading, but if British Airways goes ahead with its reported plan to cut leg room on short haul A320 and A321 aircraft it will have committed a significant error. The airline intends to add two extra seat  rows, cutting its seat pitch (the distance between most seat backs) by an inch. It claims "customers fly with us because we offer quality and value in all areas". In my book, quality and value don't add up to the cheapest fare. They are the twin incentives that persuade me - often though admittedly  not always - to pay a little more than I might to fly on BA's low cost rivals. The move may be counter productive. It threatens to alienate senior travellers in particular, for whom shaving few £s from their travel costs is not crucial.