With an investment of nearly $6 billion in new planes and other upgrades, British Airways is looking to polish its somewhat tarnished image as a top-flight carrier. CEO Alex Cruz is so sure of that he says “the glory days are coming back.”
And none too soon, some might say, after a year of computer meltdowns, crew strikes and complaints over its elimination of meals on short-haul flights and the squeezing-in of more seats in numbers of its planes.
Cruz, who’s now had 18 months in the job, says he “firmly believe(s) that our best days lie ahead” as the airline uses the funds to buy 72 new planes, upgrade 128 current planes and adding “the best Wi-Fi in the sky.” He also promised power outlets for every seat in the fleet, and improved and added meals. He also promised lower fares, better service and new destinations.
Skeptics are already questioning whether he can deliver on some of those promises and on the idea of maintaining BA as a “premium” airline in an era when price competition from discount carriers, including in key long-haul routes, is heating up.
Photo: Julian Herzog/Wikimedia
