I seem to be one of the few who still likes BA.

Long haul (to China, HK or Taiwan) BA are great. They often have sales to attract non-Brits and encourage people to take a non-direct route. I flew Stuttgart to Beijing last year, via London, for a price cheaper than it would be possible to get just London to Beijing return. As my family are in London this also gives me a free stop-over that I actually want.

I find the service on BA to be excellent. Real people trying to help, not the fake (but pretty) smiles on, say, Singapore Airlines. Service might not be as efficient but it's not robotic either. And they have loads of snacks at the back of the plane for you to help yourself to between meals.

I've flown Singapore Airlines quite a few times. Used to love them. They used to love me (getting enough miles for business class upgrades, and great service) but they've cut back. Very hard for me to get miles or even use what little I have left to upgrade. It's all in the ticket classes and "double miles needed" A380 flights.

I've never risked the Air France / KLM combo to Asia. Treverus has confirmed that my strategy is correct

A few months ago I used Air China from London to HK, with a stop-over in Beijing. It was cheap. And the in-flight entertainment worked. But the service and food was a disappointment. Shame, considering internal flights within China can be so good.

I've used Swiss recently to get from Basel to London. Not much to differentiate them from BA, apart from less friendly check-in staff. Also, I'm odd in that I love LHR T5. So why Swiss and not BA? Swiss have better times.

(All my flights are economy and I pay for them out of my own pocket.)