British Airways’ chief executive Alex Cruz has pledged a new Ksh 618 billion investment programme that would improve the flying experience for its customers over the next five years.
Speaking at the World Travel Market in London, Cruz said his strategy at British Airways was designed to enable increased investment for customers and wider availability of affordable fares.
“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.
Reaffirming British Airways as a premium airline committed to customer choice, he 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.
“As a national flag carrier, we are not granted some special immunity from the way the industry has changed,” he said.
The new investment will go into the acquisition of 72 new aircraft, including four new types: 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 and roll-out of fast wifi in all cabins on short-haul and long-haul.
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Stressing his desire to shape a “British Airways for everyone”, he said the airline would continue to offer more low fares, such as the current Ksh 4,120 (£30) one-way offer on a range of routes, so it could take on all types of airline competitor. And it would keep extending its route network to destinations customers wanted.
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.”
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