Traditional large airlines such as British Airways face tough competition that can lead them out of business. Experts of the Financial Times note that airlines need to learn how to balance between customer satisfaction and the desire to stay in business. Traditional and nantional airlines in Europe and the US face stiff competition from new companies that have more democratic pricing-policy and at the same time have almost the same quality of service.
Among the airlines working in the field of long distance passenger transportation, British Airways ranked fourth behind the leading flight operators such as Singapore Airlines, Emirates and its British rival Virgin Atlantic. The lower ratings were taken only by US American Airlines and United.