It’s still tokenism. It’s designed to make guests like you, who jet in from all over the world producing tonnes of carbon and wreaking environmental chaos, feel better because you didn’t take the Wellington Times.

In my experience, BA’s approach is far more ecologically sound. Knowing that preventing you flying would be bad for their business they instead do their bit for the environment by not delivering your luggage. This really does help the planet by saving on unnecessary laundry. Think of all the shirts around the world that don’t need washing as a result of this policy.

Intercontinental hotels can’t hold a candle to BA’s lost intercontinental luggage ruse.