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British Airways challenge low-cost rivals with new fares
November 9th, 2010 by elisa

British Airways is fighting back against its low-cost airline rivals in a bold move to offer discounted fares on selected short-haul routes from Gatwick.

The airline is offering one-way, year-round fares from £49 inclusive of taxes to one in three of the 42 European cities it serves from Gatwick.

These fares are part of the new High Value Flying campaign and unlike rivals Easyjet, these prices include allocated seating, check-in luggage, drinks and snacks on board and also two pieces of hand-luggage!

BA head of brand and insights Abigail Comber said: “With British Airways, the price you see is the price you get,” she said. “High Value Flying is about not scrambling into a sandwich shop before you board, but getting drinks and a snack as standard.”

The question now is how will the low-cost airlines respond? Will this be the beginning of the end of the age of paying extra for things passengers should expect as standard, such as check-in luggage? I know I am getting tired of finding that the actual price of my flight is an awful lot more expensive than I’d anticipated. I’d like a little more clarity in the real cost of flights from the offset.


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