British Airways' experience indicates that many people, even in the United States, are willing to pay a premium to not be treated like cattle.

While many of its competitors have focused on cost cutting to keep prices down, the British airline has maintained that there are enough customers who will pay for quality service, according to a Harvard Business Review interview with its chairman, Sir Colin Marshall. British Airways has responded by continually improving airport lounges and offering quality products, and customers have responded by giving the airline a healthy profit year after year.

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