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AVIATION


WTM AVIATION PROGRAMME British Airways’ chief executive Alex Cruz pledged that the airline’s new £4.5bn investment programme would improve the flying experience for all customers – including those in the Middle East. Reaffirming British Airways as a premium airline committed to customer choice, Cruz outlined the unprecedented competitive pressure the company faced and voiced his determination to create a stronger national carrier to benefit customers.


Mr Cruz said his strategy at British Airways was designed to enable increased investment for customers and wider availability of affordable fares. He announced that the £4.5bn investment over the next five years


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72 new aircraft, including four new types for the airline: the Airbus A350, the Boeing 787-10 and the neo (new engine option) variant of the Airbus A320 and 321;


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New interiors for 128 aircraft in the existing fleet;


At-seat power for customers in all cabins;


Upgraded catering for economy customers on long-haul;


Roll-out of fast wifi in all cabins on short-haul and long-haul.


Stressing his desire to shape a “British Airways for everyone”, he said the airline would continue to offer more low fares, so it could take on all types of


30 WTM London Review 2017


ALEX CRUZ | BRITISH AIRWAYS A packed Inspire Theatre hosted British Airways Chief Executive Officer Alex Cruz


airline competitors. And it would keep extending its route network to destinations customers wanted. “We want to be the airline of choice for everyone. Every customer matters – short-haul or long-haul, economy or premium. So, we must have an offer that is attractive to everyone,” he said. He also highlighted £200m of additional investment in Club World cabins, following a £400 million injection unveiled last year. He described customer feedback on recent improvements in catering and bedding as “fantastic” and identified New York JFK, Rome and Aberdeen for major lounge refurbishments in 2018. Mr Cruz told his audience that British Airways was facing “a combination of competitive forces more challenging than at any point in our history”.


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