British Airways now allows passengers to choose a seat when booking their ticket, but the option will cost up to 60 euros per segment. Passengers flying in Euro Traveller (economy) and on domestic routes can pay 10 euros per segment to select a seat when making reservations. Passengers in Club Europe (fully flexible tickets), World Traveller (economy) and World Traveller Plus (premium economy) will be charged 20 euros per segment and those in Club World (long haul business class) must pay 60 euros per segment. These fees do not include the coveted exit row seats, which will be available 10 days prior to departure and cost 50 euros for World Traveller and World Traveller Plus passengers.

Premier and Gold Executive Club elite members can continue to choose their seats (including those in an exit row) when booking at no charge. Silver members, passengers on fully flexible tickets and corporate customers can select their seats for free but will be required to pay for exit row seating in World Traveller and World Traveller Plus.

Bottom line: While this option might be seen as desirable for those who are willing to pay up front to guarantee they get a good seat, for all others not willing to pay extra, make sure you check in early for a better chance at a good seat. Note that Club World (business class) passengers will have to pay an additional 120 euros to pre-select a seat roundtrip and we don’t expect many to make that choice. A final thought, here’s hoping that other airlines will not follow BA’s lead on this one.