BA set to join low-cost price war

DeltaFlot · 02-04-2002, 12:55 AM

BA set to join low-cost price war
February 3, 2002 Posted: 5:09 PM EST (2209 GMT)

LONDON, England -- British Airways is set to go head-to-head with low-cost airlines in an effort to turn around its fortunes.

Europe's biggest airline will reveal details of new flights from London's Gatwick Airport on Monday, the same day it announces third quarter results, according to reports in the British media on Sunday.

Its operating figures are expected to be more bad news for shareholders and the switch to low-cost flights represents a change of tactics.

Last year BA sold its Budget airline Go, while its latest TV commercials have focussed on the business sector.

Now it is set to take on established low-cost operators Ryanair, easyJet and Go on short-haul flights to and from the UK.

The Sunday Telegraph reported that destinations would include Malaga, Parma, Barcelona and Zurich, with in-flight meals and drinks scrapped to keep prices down.

BA, in common with many national airlines, has suffered a slump since September 11, although the downward trend began before the terrorist attacks on the U.S.

02-04-2002, 11:59 AM

I smell blood in the waters in London. If BA is attempting yet again to enter the low cost arena, they are going to fail miserably. "Go" stunk, so why do they think this is going to work? Is this part of Eddington's new vision of BA?