Price Match

Do VS and BA constantly monitor each others fares and price match accordingly, just like supermarkets?

Maybe a naive question but I have just checked the prices for two adult return fares, VS UC and BA CW tickets, on the same days and within an hour of each others departure time, LHR-NRT-LHR.

I expected the prices quoted to be similar but they are in fact identical, down to the penny, £6442.62.

Maybe a coincidence but I wouldn't have thought a few quid either way would persuade most customers with some brand loyalty to switch allegiance, not when they are paying those prices?

I think they do at sale times but not sure about constantly. I have noted that at times the lowest fare brackets for the same classes are similarly priced for vs and ba, but never seen it to the nearest penny myself. .

I used to think that VS slavishly price matched BA on sales, but for the BA sale that just ended, the flights I wanted next easter were still showing as about £5k more expensive overall for my family with VS, so guess who got my business. For that I'll even sacrifice a visit to the clubhouse!