British Airways is taking its services in a new direction and is making some sacrifices along the way. The airline cut back on complimentary food on short-haul flights in January and has recently announced that it might make the same move for long-haul travelers.
According to Alex Cruz, the chairman and CEO of British Airways, economy class customers are starting to accept the change — which replaced complimentary meals with a range of selections from retailer Marks & Spencer available at an optional charge — after a “rough start,” The Sunday Times reported.
“It’s going great,” Cruz explained. “Customers say to us: ‘Finally, I have good choices. No more chicken or beef.’” When asked about extending the offering to long-haul flyers, he told The Sunday Times, “We might do it.”
The airline also plans on adding more seats to one of its long-haul Boeing 777 jets from Heathrow, limiting leg room even further than some budget airlines; however, Cruz says that the addition of more seats could in turn lower fares.
Although economy flyers can expect some cost-cutting measures when flying with British Airways, Cruz says that he’s investing more money into the airline’s Club World business class. Changes will include a Club seat that converts into a bed, improvements in food and wine, faster Wi-Fi, and easier booking.