BRITISH AIRWAYS

is to offer basic, no-frills fares on some of its long-haul routes. I thought it had done so already, and not in a good way.

Of course, some people want the lowest of fares and are happy with the basics and no comfort — fine.

Yet what BA once provided was unique and special: a civilised economy class with reasonably comfortable seats, your own entertainment screen (important), hot meals and staff who were pleasant and well remunerated. Everyone was happy with the deal.

Now, staff and customers alike are treated like cattle, with plans to ditch the smiles and the drinks and the snacks to beat falling profits.

Surely a better strategy would be to forget about competing with budget airlines, charge a little more and keep standards up?

But don’t mind what we think, BA. We’re only the customers.