BA boss to talk about new strategy at WTM London

Alex Cruz, the chief executive of British Airways, is to talk about the British flag-carrier’s “mixed fortunes” this year at WTM, including a computer crash in May which cost an estimated £80 million, and the strike during in July and August.

Cruz will also talk about how BA plans to compete with no-frills rivals and premium competitors, by changing the airline’s approach to service. He will be interviewed by WTM aviation expert, John Strickland, director of JLS Consulting and himself a former BA employee.

Cruz made his name as boss of Spanish low-cost airline Vueling – part of BA’s International Airlines Group – so he has strong no-frills credentials. However, he also faces fierce competition at the premium end of the market, with long-haul rivals in the US and Gulf, so BA is investing in improved service and innovation for first-class and business-class passengers, and launching a charm offensive vdeo featuring Sir Ian McKellen, Gillian Anderson, Thandie Newton, Warwick Davis and Jim Broadbent.

WTM London senior director, Simon Press said: “We have a first-rate reputation for bringing the top names in aviation to WTM London… And this year is no different as we present two of the industry’s pre-eminent business leaders from prominent airlines, at a critical point in aviation. Visitors to WTM London will have an unmissable opportunity to hear directly about the issues that matter from these key captains of industry.”

The aviation sessions take place on Monday 6 November at The Inspire Theatre from 3.30pm.

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