The London–Tokyo route is one of the most competitive long-haul routes out of the UK, and passengers benefit accordingly. Four main carriers compete for your booking: ANA, JAL, British Airways, and Finnair (with its convenient Helsinki connection). I've flown all four in the last 18 months. Here is my honest ranking.
1st: ANA (All Nippon Airways)
ANA consistently delivers the best overall package on this route. Their Boeing 777 and 787 Dreamliner fleet is well-maintained, the economy seats have USB-C charging at every seat (rare even now), and the food — as noted in our dedicated Tokyo guide — is excellent. The service is precise, attentive, and unfailingly polite.
What sets ANA apart is the small details: warm towels before meals, a proper ceramic cup for tea, and a crew that checks on you at appropriate intervals without being intrusive. The in-flight entertainment system is comprehensive, and the noise levels on the 787 are noticeably lower than on older aircraft. Economy fares typically range from £680–£950 return, and the value is exceptional.
2nd: JAL (Japan Airlines)
JAL is essentially equal to ANA on most metrics and actually superior on food in business class (their Brasserie-style restaurant experience is genuinely outstanding). In economy, JAL's 'Sky Wider' seat — 18.5 inches wide, compared to ANA's standard 18 — is among the most comfortable economy seats on any long-haul carrier.
JAL serves both Heathrow and Gatwick, which can be useful, and their frequent flyer programme (JAL Mileage Bank) has some of the best redemption rates for business class travel. The main knock against JAL is price: they tend to list fares £50–£100 above ANA for equivalent economy seats, and the gap in product quality doesn't quite justify the premium.
3rd: British Airways
BA operates the route on a mix of 787s and 777s, and the experience is... fine. The economy seat pitch is 31 inches, which is industry standard, and the entertainment system is good. The food, however, is a weak point — the Japanese option on this route is rarely available after the first few rows are served, and the Western option is characteristically uninspiring.
BA's main advantage is convenience for Avios collectors and those with BA status. If you're a Gold or Silver member and value the lounge access and bag allowance, BA's total package improves significantly. For pure economy value with no status benefits, ANA or JAL is the better choice.
4th: Finnair (via Helsinki)
Finnair's one-stop routing via Helsinki adds 2–3 hours to the journey but is often £150–£250 cheaper than direct options. The connection at Helsinki Airport is pleasant — it's a well-designed, uncrowded airport with good lounges — and the Finnair product is comfortable and well-regarded. If you have the time and want to save money, this is a legitimate option. If you're travelling for business and time matters, stick with a direct carrier.
