New advertisements from British Airways draw attention to the hidden extras charged by low cost carriers. BA says its £49 one way fares to European destinations include onboard refreshments, allocated seats and two pieces of carry on baggage.
The UK airline has launched an online cost comparison tool designed to show extra costs incurred by Easyjet and Ryanair.
BA head of brand and insights, Abigail Comber, says: "As no-frills airlines constantly drive down their price, quality has hit rock bottom. With British Airways, the price you see is the price you get. High Value Flying is about not scrambling into a sandwich shop before you board, but getting drinks and a snack as standard.
“It’s about allocated seats and no stampede at the departure gate, taking two pieces of hand baggage and one in the hold without being charged extra.”