The regional division was headquartered in Ruford House, Hounslow.An innovation on 12 January 1975 was the British Airways Shuttle service from Heathrow to Glasgow (and later Edinburgh, Manchester, and Belfast), which allowed a walk-on no reservation service with a "guaranteed seat" — this latter feature facilitated by backup aircraft or sometimes transfers to British Midland flights.Following privatisation, British Airways entered a period of rapid growth, leading to the use of the slogan "The World's Favourite Airline", and dominated its domestic rivals during the early 1990s.Faced with increased competition and higher costs in the mid-1990s, CEO Bob Ayling led a restructuring effort, leading to trade union clashes; the carrier also invested in regional European airlines, courted international airline partnerships, and attempted a controversial ethnic livery rebranding campaign.
Ayling eventually declaring the fleet would sport a dual livery; half Union Flag, half the world design tailfins.
On 8 April 2010, it was confirmed that British Airways and Iberia Airlines had agreed to a merger, forming the International Airlines Group, although BA continues to operate under its own brand.
The combined airline became the world's third-largest carrier (after Delta Air Lines and American Airlines) in terms of annual revenue.
British Asia Airways had not only a different name but also a different livery, the Union Flag tailfin being replaced by the Chinese characters 英亞 (English Asia).
Perhaps the most symbolic change to British Airways in the turbulent year of 1993 came when Lord King stepped down as chairman of the company and was replaced by former deputy Colin Marshall.