In the battle for the low-cost skies, and especially for the long-haul segment, British Airways and its parent IAG are making new moves to fend off the continued growth of discounter Norwegian Air.
Norwegian has already established itself with dozens of trans-Atlantic routes and is expanding further with its low-fare pay-for-extras model, and last year for the first time hit the 30 million passenger mark.
British Air is launching two responses. It’s already announced plans to increase low-cost service from London Gatwick, a major hub for Norwegian, with flights using reconfigured BA planes that will squeeze in more economy seats and eliminate first class, while keeping business class. Those flights will compete with Norwegian on routes to Oakland, CA and Fort Lauderdale.
And, it will move on one of Norwegian’s developing bases in Barcelona, using a pair of A330s flying to Los Angeles, San Francisco, Buenos Aires, Santiago de Chile, Havana, and eventually Tokyo. International Air Group, the parent of British Air, Aer Lingus, Iberia and Vueling, hasn’t said yet whether it will create a new identity for the Barcelona routes, or use one of its existing brands. Flights will start in June.
