The Times reported on Saturday that having got rid of free food and drink on its European services, prices on some BA flights are cheaper than with low-cost rivals.
But with leg room set to be reduced by an inch on certain short-haul routes, the airline will be offering less legroom than to passengers flying with Ryanair, Flybe, Norwegian and Wizz Air.
The moves led to warning from brand experts that the changes could lead BA to lose its “elite status” among customers.
Peter Knapp, the global creative officer at brand consultancy Landor, said: “Along with the removal of free meals on short-haul flights there is little for the economy traveller to chose between when comparing BA to its value-focused competitors.
“For those without lounge access, it really has become simple search for the cheapest fares.
“BA need to be careful of how their brand image will fare following these announcements.
“The worst case scenario if for their brand to devolve, losing their elite status as Britain’s flag carrier as it cuts the services that help it stand out in a highly competitive marketplace.”
Cheapflights spokesman Phil Bloomfield added: “For short-haul flights, it’s safe to say that the low-cost model has won.
“It seems that barely a week passes now without a scheduled airline announcing that some other element of the in-flight experience that passengers used to enjoy as part of the price bundle has now been commoditised so it can compete with the low cost carriers.
“Searching for and finding an affordable flight ticket may now find it easier than ever, but an increasingly complex and opaque arrangement of ancillary charges is bound to create problems.”
A BA spokeswoman said: “We have a very distinctive short-haul service, offering a club cabin, lounges, loyalty scheme, food from a single high-quality brand and we fly most of our short-haul from the UK’s premium airport.”
