I sold BA recently for the following reasons.
Forget all the metrics and look at the future on simple factors.
Are the new planes (most profitable ones) selling to make a big
difference? I'm talking actual sales, not a position in the queue.
2. Are they still selling old planes that are not profit makers?
3. Is the world buying their planes - many factors such as global economy? The rising population could mean nothing if they happen in poor countries. China is a factor. However, their HSR (high speed rail) would replace most short routes (within 240 miles).
4. Competition with Air Bus. Despite the recent rise, the weak (compared to USD) Euro helps them to sell more Air Buses.