Snow estimated to cost BA £40m

British Airways: bad weather hits profits
British Airways: bad weather hits profits

British Airways is believed to have suffered a loss of between £8m and £10m profit each day during the current bad weather, according to reports.

City analysts have told The Daily Telegraph that BA had suffered a loss of £30m to £40m over the snow period.

BA operates around 550 flights in and out of Heathrow each day, but over the past four days of snow, flights have been reduced to nearly a third of its regular schedule.

A spokesperson for BA said: "It is too early to say how much this period of disruption will have cost. Our priority is to fly as many customers as we can before Christmas. We will assess how much revenue has been lost and what extra costs we have paid out, in due course."

Andrew Mulholland, client services director at branding agency Future Brand, to Marketing, said: "It may well be the case that BA is losing millions, but in this instance they have done a better job than during the ash cloud crisis. This time BA has done the correct thing and taken the brave call to simply cancel flights.

"British Airways has made it clear to consumers that the problem is primarily due to BAA. It doesn’t excuse poor customer service and a lot of people will feel upset with the airline, which needs to keep its customers up to date through digital communication.

"But from a brand perspective, this situation has been less damaging to BA, though it still has a long way to go."

BA has been praised for keeping customers informed over this period. Its mobile app,, has been named the best among airlines at keeping passengers up to date via internet specialists Volantis, according to recent research.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers