When luxury becomes transactional

Full service airlines acting like low cost carriers

I tried to book a business class seat to Zurich a couple of weeks ago and BA wanted forty-five pounds to let me choose where I sat. Each way.

Ninety quid on top of a five hundred pound fare, served up at the very last screen, with the confidence of a brand that has clearly stopped thinking very hard about who it's selling to.

I shut the tab and booked Swiss.

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