ITM CONFERENCE
WORDS MAT THEW PARSONS
RAISE YOUR GAME WITH THE ITM
British Airways’ Alex Cruz gave a keynote speech outlining his vision for the airline, and delegates were urged to ‘Elevate’ their profiles at the ITM Conference
AS BRITISH AIRWAYS celebrates its centenary, its chief executive and chairman Alex Cruz took to the stage at the Hilton Metropole, Brighton, to discuss the airline’s future. Alex Cruz said recruitment was a key
area. “For the next 100 years, we’ll focus on careers. We want to make sure that becoming a pilot is accessible to everyone that wants to be a pilot. We need more people to come and join us,” he said. Sustainability is another focus. The airline has a £6.5 billion investment plan underway, while parent company IAG has set aside US$400 million to explore alternative fuel development over the next 20 years. “We are running several initiatives as part of our centenary,” Cruz told delegates. “One is future fuels: how can we evolve our fuels, what are the alternatives, and how can a company like BA accelerate this? “We will have 13 universities make final presentations on a challenge we gave them a few months ago – to come up with initial concepts of what should be the fuel of the future. It’s not just something we’re doing in the centenary. No way; we’re committed. We believe it’s in the DNA of BA.”
Cruz also said the airline was focused on the flying experience. “We have been engaging with corporates, frequent fliers, futurologists and design organisations. The output of this will be in an exhibition in a well-known museum this summer, on the history of flying, and things that can happen in the future.” Moderator Martin Ferguson, ITM supplier
board director, and senior director, global, communications and public affairs at Amex GBT, asked how Cruz reacted to being labelled a “cost-cutter” in the wake of the airline’s moves to axe meals in economy. “Is it fair?” he asked him. “I don’t mind the criticism, because I ultimately know where we’re going,” Cruz replied. “People who know me don’t believe I’m a cost-cutter. I’m a person who looks at the environment, sustainability, at how we manage our own lives, and there are ways to be more efficient… cost-cutting for the sake of cost-cutting kills confidence.” When quizzed by Ferguson on whether
BA’s economy class was changing to a low-cost carrier model, he said: “BA is a full-service legacy carrier… the fact we introduced buying food does not place BA in the [low-cost] category, particularly when less than 8 per cent of seats in Europe give you food for free. The model has changed, and BA has adopted it. There are probably two or three
ITM Conference, Brighton
carriers left in Europe who haven’t changed it, but they will change it. “Two years on, customer satisfaction on short-haul catering is now higher than ever.”
BOOST YOUR PROFILE The “Elevate” theme ran several educational sessions at the conference. One on career progression offered delegates tips on how to boost their profile in their organisation. Opening the “Raising your Personal and
Strategic Game” session, Sandy Moring, ITM director of education, asked: “How can you promote your role and function within your organisations when, let’s face it, you have probably the highest number of stakeholders that have to be handled, and interacted with, across your organisation?” One buyer talked about initial fears of
Alex Cruz, chief executive, British Airways 22 JULY/AUGUST 2019
having “imposter syndrome”. “How did I overcome it? It’s about baby steps,” they said. “Earn colleagues’ trust; be there for the long term. Building trust is easily said but it takes a lot of time and energy. You have to show you’re hungry, go after certain things and be proactive. But also you have to stay innocent. I believe if it feels right, for my company and myself, you should push for it.” Wellbeing was also a hot topic at the conference, which included a well-attended “Yoga in the Sky” session on the beachfront i360 and a Promenade Run. This year’s conference hosted a record- breaking 550 delegates. The next ITM Conference will take place at ICC Wales, Newport, 5-6 May 2020. ■ ITM tackles “cultural intelligence”, p68-71
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