Domestic Duties: The Story of BA's Shuttle Service
While the 'air shuttle' concept had become a staple of US aviation, BA's introduction of the concept to its UK domestic routes was a European first.
While the 'air shuttle' concept had become a staple of US aviation, BA's introduction of the concept to its UK domestic routes was a European first.
DALLAS - When Eastern Airlines (EA) launched its no-frills hourly "shuttle" link between New York La Guardia (LGA), Washington National (DCA), and Boston Logan (BOS) in 1961, it marked a pivotal moment in aviation history.
These high-frequency, 'air-bridge' flights, with their simplified fare and class structure, were groundbreaking. Passengers could turn up at the airport, board a plane and pay for their ticket on board. Everyone was guaranteed a seat. If the plane were full, the airline would provide another.
In March 1974, the UK had a new national carrier. British Overseas Airways Corporation (BOAC) and British European Airways (BEA) were merged to form British Airways (BA).
[wlm_private "Airways Premium"]
With a vast and varied route network, the management of the new airline looked at streamlining its operations. BEA's domestic links had for many years formed the backbone of its services but had often been loss-making.
Emulating EA's Air Shuttle concept in the UK was high on the team's agenda. Indeed, the service would be the first of its kind in Europe. Like in the US, passengers could turn up at the gate just ten minutes before departure and guarantee a seat. If the flight were full, BA would supply another aircraft, even if it was just for one passenger.
On January 12, 1975, the first BA "Shuttle" service took to the skies from London Heathrow (LHR) bound for Glasgow (GLA). Flights would depart hourly Monday to Saturday and every two hours on Sundays.
Initially, nine Hawker Siddeley Tridents were modified into a single-class 100-seat layout and utilized specifically for the "Shuttle." The Trident's auto-landing capabilities proved invaluable for the UK's changeable weather conditions, a point that BA continually emphasized when promoting the service.
Indeed, if the aircraft landed using auto-land, passengers were given a card that allowed them to send off for a free commemorative scarf or tie.
During busier times, BA would also use its Boeing 747s or Lockheed L1011 Tristar's. Occasionally it would even deploy its flagship Concorde on the service. In the late 1980s and 90s, the supersonic airliner would fly frequent charters from regional airports. Rather than position the jet empty from LHR, BA would deploy it onto one of its Glasgow, Edinburgh, or Belfast rotations.
Edinburgh (EDI) joined the "Shuttle" route map on April 1, 1976, and Belfast International (BFS) a year later. Finally, Manchester (MAN) was the final airport added on October 28, 1979.
BA even planned to extend the concept outside the UK and onto its key European services, with flights to Paris (CDG/ORY) and Brussels (BRU) mooted. Discussions began with regulatory bodies and rival airlines such as Air France (AF) and Sabena (SN). Sadly talks fell through, and BA never expanded the network.
But in the UK, the service was a hit. Passengers loved its ease and convenience and a year later, 1.2 million passengers had been carried. Soon, other airlines began to look at emulating this success. "Shuttle" needed an upgrade, and with the help of the carrier's new CEO, Sir Colin Marshall, BA launched the "Super Shuttle" on August 30, 1983.
Gone was the no-frills, no inflight service, replaced by a free bar, complimentary hot drinks, and even a hot breakfast on morning flights. To mark the occasion, passengers were treated to a trip on Concorde after BA laid on three jets, especially for the inaugural flights.
The "Super Shuttle" launch also coincided with the arrival of the airline's brand new Boeing 757-236s. These were configured in a high-density layout with 207 seats. BA had chosen the type as a replacement for its tired and uneconomical Tridents in 1978 when it became the launch customer with Eastern Airlines.
Its introduction saw BA regain its position as a leader on the UK domestic trunk routes.
Sadly, passengers can no longer 'turn up and go' for UK domestic flights. The terrorist atrocities of 9/11 ended those operations overnight.
In the late 1990s and early 2000s, BA's shuttle service came under increased competition from the growing number of low-cost carriers who began to undercut the full-service airlines.
The improvement of train services and reduction in journey times, especially on the West Coast mainline between London and Manchester, also reduced passenger numbers. Thus, BA was forced to cut flights.
The 757 would eventually be replaced by the smaller capacity Airbus A320 jets, none of which were ever configured explicitly for the "Super Shuttle."
The branding and service remained for many years until "Super Shuttle" was quietly removed. However, the "Shuttle" callsign remains to this day, a reminder of the by-gone glory days of UK aviation.
[/wlm_private]
Featured Image: The first Boeing 757 to visit EDI in 1983 (G-BIKB). Photo: aceebee from Camberley, UK, CC BY-SA 2.0 via Wikimedia Commons.
.webp)
David H. Stringer, the History Editor for AIRWAYS Magazine, has chronicled the story of the commercial aviation industry with his airline history articles that have appeared in AIRWAYS over two decades. Here, for the first time, is a compilation of those articles.
Subjects A through C are presented in this first of three volumes. Covering topics such as the airlines of Alaska at the time of statehood and Canada's regional airlines of the 1960s, the individual histories of such carriers as Allegheny, American, Braniff, and Continental are also included in Volume One. Get your copy today!
