The world, I realise with a pang of melancholy and nostalgia, has become a slightly more prosaic, pragmatic, perfunctory place while I was away. I was away in Brazil for two months (and stories entirely of their own ilk and wonder were lived and experienced there, which to regale you with is for another place and another time, for certain), and since I had set off to São Paulo from Zürich, I flew back to Zürich for a few more days in Switzerland with my family before taking a plane home to London, only to find on that particular flight that the world had, in these few weeks, been impoverished and made just that bit more mundane.
I knew this was going to happen, yet it still came as a shock to the system. A trivial, first-world-problem kind of shock, no doubt, but still: British Airways had ditched the ‘free’ drinks – the drinks included and obviously somehow accounted for in your airfare – and now sent its little trolley down the aisle, charging you for everything you wanted off it. In theory, that is. In practice, this newly utilitarian procedure, which now involved taking card payments from everybody for every coffee and every water, let alone every little bottle of wine, every can of beer, and every snack, took so long that by the time they got to me in row 21 the announcement came through that we now needed to fold up our tables and put our seat backs in the upright position, because we were just about to touch down in Heathrow.
There may well be a commercial argument for not including drinks on short haul routes that other providers offer at rock bottom prices, and the ‘free snacks’ had long dwindled to such minuscule sampler sachets of some desolatory crackers or crisps that in fact the idea of suddenly now being able to choose from a whole range of sandwiches, wraps and porridges sounded like a genuine improvement. In theory, once again, that is. In practice, any hope of obtaining any actual food was foiled by the reality that by the time they got to me in row 21, they had sold out of everything edible on their trolley, and so, even if there had been enough of a flight left to eat something (which there wasn’t), there was nothing now on offer to buy.
But whether any of this makes sense commercially, or simply reflects the harsh reality of a fiercely competitive market, racing itself to the unforgiving bottom of absolute discomfort in a fight for dubiously worthwhile survival amidst the ruthless cannibalism of ‘no-frills’, ‘no-standards’, ‘no-enjoyment’ operators, what pains the heart and saddens the soul is the realisation that the poetry of flying, such as it, barely, still was, and had, even at this most basic level, been cultivated, still, a little at least, by BA, has now been wiped out by brute rationality.
I so fondly remember a flight to Nice – not that long ago – where I found myself sitting next to an improbably well spoken and strikingly beautiful woman who was also on her way to the Film Festival in Cannes and who, witnessing me order a Bloody Mary and realising that that was just part of the service provided by British Airways, decided with enthusiasm that that was exactly what she wanted too. We naturally got talking about this, that and the other, and roughly a quarter into our conversation we were nearly out of Marys. This looming crisis was noted by the attentive cabin crew who immediately offered us each another. Halfway through our conversation we obviously needed a third one which, in truth, we this time had to ask for, but which we were served with unflinching, even indulgent, patience and a smile by our delightful flight attendant. And whether or not, for the last quarter of our conversation, we required, requested and were given our fourth Bloody Mary I can’t now with certainty recall, mostly because we were really quite jolly by then, in the most agreeable way, and it was, after all, still mid-morning, but I certainly like to think so.
And the beauty of it: that was all there ever was to it. We never kept in touch, we never met up, and, although she was bound to have told me, I have no idea what she was even doing in Cannes. Once, on another flight back from Nice to London I actually ended up involved in some potentially useful networking; on this occasion, though, no purpose whatever was served: we just had ourselves a wonderful flight and positioned ourselves in a perfect frame of mind for the festival, thanks entirely to BA. But now, when you fly with BA to Nice to attend the Film Festival in Cannes, it will feel just like any other airline, and not much different to a National Express coach or an East Coast Line train. You can buy yourself a vodka and a tomato juice, of course, and if you’re extremely lucky, they may even find you a slice of lemon. They won’t have the Worcester Sauce for you though, and although it will taste bland but still cost you nearly as much as a legendary Bloody Mary at the Century Club, it is possible, just, that economically you actually fare better with one or two like this that you pay for, than if their potential cost had been factored into the price of your ticket.
And true: if you went for three or four drinks with mixers, as we did, it’s likely that a fellow passenger who was just drinking water might have been subsidising you, in those days. Yet, isn’t that the kind of thing that makes life worth living? That sometimes you find yourself in a situation where in all likelihood you’re indirectly buying a drink for someone you’ve never met, and other times you become the recipient, quite unexpectedly, of such similar munificence, because in a civilised society having a Bloody Mary is considered par for the course on an aeroplane. And on that rare and exquisite occasion when you sit next to a person so articulate and so beautiful that this one Bloody Mary just turns into four, well then so be it? That way, surely, lies the generosity of gesture that makes it all bearable; and the moment, surely, will come – I daresay it has most likely occurred many times before – when someone on a plane who paid just the same as I did has something to celebrate and gets bumped up and offered a glass of champagne, or when somebody somewhere in some other context is inadvertently, involuntarily, yet graciously, still, my guest.
I welcome them to it and wish them well. And I wish BA would rethink their mean-spirited approach, and not just for my sake, or the sake of my fellow passengers. I recently had a long conversation with a man who works as cabin crew for BA. And oh how unhappy he did sound. How demoralised. How sad. About the state of affairs. About the cost-cutting culture. About the dwindling levels of service he is able, even encouraged, to provide. About the erosion of anything resembling an ethos. About the way in which being BA – just as flying BA – feels no longer special, but has become pedestrian, mercenary, banal. And there, precisely, lies the beginning of the end of civilisation: when what matters is no longer the sophistication of your experience, the excellence of who you are and what you stand for, and the pride and joy you take and make from and through what you do, but purely the profit, and nothing else. What a poor world we live in, where only the profit matters, and nothing else. It may only be, on the surface, about a complimentary Bloody Mary. Yet on reflection, it turns out that it is far from trivial, after all…