British Airways could launch two-in-one flights combining budget and premium service

The legacy carrier said it is focusing on making economy seats more competitive while upgrading business class

BA boss Alex Cruz suggested the airline might shake things up (Stuart Bailey/British Airways)

British Airways plans to launch services where its business class section is even plusher while economy seats rival those of budget carriers.

Alex Cruz, chairman of British Airways, discussed the idea back in April when revealing the airline's new aircraft.

Speaking of the recent issues that have beset BA, including the numerous strikes, Cruz told The Sunday Times Magazine the airline had to change its strategy.

“We are falling behind,” he said. “We have work to do.”

Cruz went on to outline plans which would focus on making sure BA's economy cabin was competitive enough to rival increasingly low-cost fares, while investing £400m to seriously upgrade its long-haul business class offering, and creating business class seats on UK domestic services. He said the move would make British Airways a “fantastic, unbelievable, 10 out of 10” airline.

The former Vueling boss added: "It's simple really – we need to deliver what our customers value most, where they value it most. We need to focus on enhancing premium - offering contemporary service, improved catering and lounges and a consistent experience. In economy, where we know that price is the driver, we need to focus our efforts on delivering more seats at the lowest fares and giving customers choices."

Jack Sheldon, founder of flight deals site Jack’s Flight Club, told The Independent: "I can see how BA needs to make a change in order to compete. European budget airlines such as Ryanair and easyJet and even long-haul ones such as Norwegian and Thomas Cook have proven that travellers are willing to sacrifice a lot in order to save on a holiday.

"However, with BA priding itself on its quality and the strength of its brand, it would be a dangerous move to weaken this position by going fully budget, even in part. Most travellers would likely take the cheapest option and come away with a less-than-stellar experience, changing their perception of what a BA flight is and ultimately hurting their brand as an international airline."

Sheldon added: "I do however see an advantage for holidaymakers in and around London as it would finally create an option for budget seats from London’s most accessible airport, Heathrow, which is currently not used by any low-cost airlines."

Cruz’s plans follow a recent attempt to drum up some good publicity for the airline with the launch of a star-studded British Airways safety video.

The six-minute film runs through the safety instructions for BA flights, as well as introducing their Flying Start charity, which supports Comic Relief.

The video – produced in conjunction with the charity – features the likes of Chiwetel Ejiofor, Gordon Ramsay and Gillian Anderson running through the safety demo. Thandie Newton is on hand to explain where the emergency exits are, Rob Brydon demonstrates the use of a lifejacket, and Sir Ian McKellen and Warwick Davis show how to use an oxygen mask.