City analysts have told The Daily Telegraph that BA had suffered a loss of £30m to £40m over the snow period.
BA operates around 550 flights in and out of Heathrow each day, but over the past four days of snow, flights have been reduced to nearly a third of its regular schedule.
A spokesperson for BA said: "It is too early to say how much this period of disruption will have cost. Our priority is to fly as many customers as we can before Christmas. We will assess how much revenue has been lost and what extra costs we have paid out, in due course."
Andrew Mulholland, client services director at branding agency Future Brand, to Marketing, said: "It may well be the case that BA is losing millions, but in this instance they have done a better job than during the ash cloud crisis. This time BA has done the correct thing and taken the brave call to simply cancel flights.
"British Airways has made it clear to consumers that the problem is primarily due to BAA. It doesn’t excuse poor customer service and a lot of people will feel upset with the airline, which needs to keep its customers up to date through digital communication.
"But from a brand perspective, this situation has been less damaging to BA, though it still has a long way to go."
BA has been praised for keeping customers informed over this period. Its mobile app, ba2go.com, has been named the best among airlines at keeping passengers up to date via internet specialists Volantis, according to recent research.
This article was first published on marketingmagazine.co.uk