Sunday, September 27, 2020

‘BRITISH AIRWAYS FOR EVERYONE’

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.  Having completed 85 years of successful operations across the region, Cruz’s commitment comes as British Airways prepares to roll out its new Club World product enhancements across the Middle East in 2018.

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 and remain at the forefront of world aviation.

Speaking at the World Travel Market in London, 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 would include:

  • 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;
  • 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 airline competitor. 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.

To coincide with the speech, the airline announced a new route for next summer from Heathrow to Figari in Corsica. British Airways will be flying 264 routes next summer – a rise of 17 per cent in two years. With 11 destinations across nine countries in its Middle East network, the airline offers excellent onward connections from regional gateways to Europe and North America via London Heathrow.

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” with the growth of low-cost long haul airlines, the continuing expansion of low-cost short-haul, the premium offerings of the Gulf carriers and the financial revitalisation of US transatlantic operators.

“As a national flag carrier, we are not granted some special immunity from the way the industry has changed,” he said.

“Incumbency does not grant any privilege. We have no divine right to flourish, and we don’t ask for one.”

He added: “I am passionate about setting British Airways on the right path to deliver for our customers and fulfil our potential. If we continue to embrace change while staying true to our values, there is no limit to what we can achieve.”

MOST READ

The National Medical Taskforce for Combating the Coronavirus (COVID-19) provided an update on the COVID-19 response in the Kingdom

The National Medical Taskforce for Combating the Coronavirus (COVID-19) today held a press conference at the Crown Prince Centre for Training and Medical Research...

Plans to improve electricity, water services discussed

Electricity and Water Affairs Minister, Wael bin Nasser Al-Mubarak, received here today the representative of the third constituency of the Northern Governorate at the...

The 90th National Day of Saudi Arabia is Hailed!

The Kingdom of Saudi Arabia’s leadership and people celebrated, the 90th National Day of Saudi Arabia, on September 23rd, after the historical announcement of...

Business ventures from Thailand continues in The Kingdom of Bahrain

Since the outbreak of Covid-19 that has unleash an economic downfall, Thai business collaborations continues, expanding business ties between The Kingdom of BAHRAIN AND...

The Avenues-Bahrain 3rd Year Anniversary Celebration

The Avenues-Bahrain is celebrating its 3rd year anniversary since opening its doors to the public on the 29th of October 2017. The Avenues –...

Bahrain’s presence in the European Market to Achieve The Kingdom 2030 Vision

HH Shaikh Nasser bin Hamad Al Khalifa, Representative of His Majesty the King for Humanitarian Work and Youth Affairs has received, in the presence...

BRAVE CF and BTEA partner for Kombat Kingdom series

BRAVE Kombat Federation, the biggest sports-brand in Bahraini history, is partnered up with the Bahrain Tourism & Exhibitions Authority to showcase to BRAVE Nation...

BRAVE CF 42 full fight card released with 12 nations represented and the Flyweight Tournament quarter-finals

BRAVE Combat Federation returns to the Kingdom of Bahrain, for the second consecutive week with BRAVE CF 42, on September 24th. The promotion released the full...

HH Shaikh Nasser bin Hamad receives INJAZ Bahrain Board Chairperson

Representative of His Majesty the King for Humanitarian Work and Youth Affairs His Highness Shaikh Nasser bin Hamad Al Khalifa received Board Chairperson of...

Driver License and Vehicle Certificates Can Now Be Issued Via Bahrain.bh!

Having earlier introduced a number of traffic services such as Payment of Traffic Conventions and Issuance of International Driving Licenses, the National Portal bahrain.bh...

Bahraini hero Hamza Kooheji beats Aidan James and edges closer to a BRAVE CF title shot

Bahrain’s own Hamza Kooheji earned perhaps the biggest victory of his career as he walked away with a split decision win over Aidan James,...

GLOMAT – The First Thai-Bahrain Hybrid Virtual Business Meeting

The Royal Thai Embassy, in cooperation with the Office of SMEs Promotion (OSMEP) Thailand, Institution of Small and Medium Enterprises Development of Thailand and...

UoB Students Can Pay for Courses and Buy Textbooks Online Via Bahrain.bh!

A busy academic year ahead, compounded with the pressures of maintaining social distancing, may find some students feeling overwhelmed. Such challenges have been a...

REACH Behavior and Development Center opened

Cabinet Affairs Minister Mohammed bin Ibrahim Al Mutawa has inaugurated the "REACH Behavior and Development Center for Children with Autism and Developmental Delay", the...

The Sustainable Energy Authority, and Rashid Equestrian & Horse Racing Club Signs MoU in the field of Renewable Energy

Dr Abdul Hussein bin Ali Mirza, Chairman of the Sustainable Energy Authority, and Sheikh Salman bin Rashid Al Khalifa, Executive Director of the Rashid...