BA announced what it called a "radical shake-up" of its short haul fares with cuts of up to 50% in prices.
The airline said one way prices would start at £29 and that all non-changeable economy tickets would be scrapped.
Mr Martin George, BA's commercial director, said there would be 7,000,000 new, reduced fares available each year to 65 destinations.
Customers on most routes would be able to change their booking up to midnight on the day before travel for a £30 "administration fee."
BA said the fares would include in flight food and drink and a "generous" baggage allowance as well as an online check-in and boarding card printing facility.
Mr George said: "This is not a short-term gimmick, but a long term commitment to our millions of customers to offer irresistible low fares every day of the year.
"There are no hidden extras and air travellers will receive the same excellent standards of service that are the hallmark of British Airways."
The move comes as the airline raised its fuel surcharge on long haul flight to cope with the rising price of fuel.
BA's shake-up is also likely to increase the already heated battle with low cost carriers like Ryanair and easyJet.
easyJet said BA's new fares were still not as low as theirs and that it did not think BA could compete with it on price.
Hotel chains complete sale to RBS
Whitbread and Marriott International have completed the sale of 46 hotels to the Royal Bank of Scotland (RBS).
The 50/50 joint venture between the two chains was formed in 2005 after Whitbread decided to sell its ownership of the properties which are franchised to and run as Marriott Hotels.
Whitbread, which received £710m when the joint venture was set up, has received a further £237m.
Marriott which will continue to run the properties, said it had received £100m as its share of the completion of the sale.
Arne Sorenson, chief financial officer and president of Marriott's Continental European Lodging, said the deal left Marriott running 76 hotels in the UK, making it one of the strongest hotel operators in the country.