The whole experience from ticket purchase to leaving the aircraft in Dusseldorf was what every airline should aim for. Buying the ticket was simple without any extra charges for bags, priority boarding etc. There was a rather steep £4.50 surcharge for using a credit card. Check-in online is optional and enables you to choose your seat. Bag drop at LHR Terminal 5 was smooth and efficient - a concierge could not have done better. Boarding was done smoothly with a welcoming cabin crew aboard the aircraft. Leather seats with adjustable head rests, reclining backs and plenty of legroom made for a very comfortable 60min flight. A free snack and tea or coffee were served but no bombarding with sales of duty free, further food and beverages, lottery tickets or other preferred partner sales. Throughout the cabin crew were professional and, efficient and friendly. The flight arrived on time. If all BA flights are like this I am flying BA short haul more often.