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BBC News Online: Business


Wednesday, 9 January, 2002, 23:59 GMT

BA to slash short-haul routes


BA planes
Passenger numbers have fallen sharply
British Airways, the UK's troubled national airline, has said it is to cut back its short-haul routes in an attempt to avert major losses.

Chief executive Rod Eddington said details of the plan would be announced in February.

Analysts have said about 15 of the company's European routes are likely to be affected.

"All parts of our route network have to pull their weight," Mr Eddington told the BBC. "We can't be all things to all people in all markets."

The move is part of a restructuring plan which will see the company focusing once more on the lucrative transatlantic business travel market.

No frills competition

On Wednesday, the company launched a £5m advertising campaign designed to lure business travellers, whose numbers are down by a third since the 11 September attacks, back on board its aircraft.

Mr Eddington said BA will also be launching fresh frequent flyer programmes as part of its new business-oriented marketing drive.

BA has in recent years tried to market itself as a global airline serving all segments of the passenger market, dubbing itself "the world's favourite airline."

But last year's global economic downturn, coupled with stiff competition from a new generation of no-frills carriers such as Ryanair and Easyjet, have hurt the company badly.

In November, BA said profits for the previous three-month period were down by 98% on the year, with City analysts predicting a full-year loss of around £750m.

Losses on such a scale would come as a severe blow to the company, which has made a profit every year since it was privatised in 1987.

The route cuts announced on Wednesday are the latest move in a programme of retrenchment which began in the immediate aftermath of the 11 September attacks.

Savage cutbacks

In late September, the company suspended dozens of daily flights to the US, and mothballed its Heathrow-Belfast route indefinitely.

It also axed 7,000 jobs, around 9% of its workforce.

But analysts have said that BA is one of a small handful of European carriers a which stands a good chance of surviving the wave of consolidation that is now under way in the global airline industry.

The company has substantial cash reserves, as well as some easily disposable assets which it could sell in an emergency.

The airline crisis has so far claimed two high profile victims, Swissair and its Belgian subsidiary Sabena, and has left many other airlines in the US and Europe on the knife-edge of bankruptcy.


Related to this story:
BA plays consolidation game (06 Nov 01 | Business) Sabena 'to suspend operations' (06 Nov 01 | Business) BA traffic falls by one-quarter (05 Nov 01 | Business) British Airways to cut workers' pay (09 Oct 01 | Business) Emirates airline's $15bn plane order (05 Nov 01 | Business) Easyjet weathers storm (05 Oct 01 | Business) Ryanair profits soar (05 Nov 01 | Business) British Airways confirms job cuts (09 Sep 01 | Business) UK airlines call for state aid (18 Sep 01 | Business) BA facing 'massive losses' (06 Nov 01 | Business)


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