I have just returned to the UK on the back of eight individual flights to see the news that British Airways is to start charging to choose your seats.

I have flown BA a number of times in the past, in fact there was a seven month period in my life where I fly with them to and from Amsterdam every week. I like BA and I consider them to be a premium brand.

When I fly for business and cost is an issue I will choose a low cost carrier. When I fly on holiday and with the family I like to get the holiday off to good start and choose to premium carrier. What differentiates the two are things like food included in the flight and being able to check-in online and choose seats and ensure the family flies together. Now BA have removed those differentiators.

So why should I continue to fly BA? I am really struggling to find an reason.

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