Complaining about BA is a ‘national sport’, but even critics says its £7bn turnaround plan is starting to bear fruit
It’s been a long and turbulent time since anyone used British Airways’ old slogan “the world’s favourite airline” with a straight face. After a decade during which the UK flag carrier was tarnished by cost-cutting, IT fiascos, mass redundancies and strikes, BA was then pushed to the brink by Covid.
Hopes of a smooth recovery disappeared like lost luggage on a carousel, as cancellations and delays plagued an airline seen as pricier than short-haul competitors and dowdier than the Gulf carriers. With burgeoning complaints about customer service, pledges by bosses to turn things round were met with some scepticism.
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