WTM London: British Airways’ Head to Talk About Radical Strategy

Alex Cruz, the chief executive of British Airways, will head an impressive line-up of aviation high-fliers at World Travel Market (WTM) London, a leading global event for the travel industry, in November.

“The British flag-carrier has experienced severe turbulence this year – a disastrous computer crash in May cost an estimated £80 million, and some of its cabin crew went on strike during the peak holiday months of July and August,” a WTM London announcement said.

Called “British Airways: A year of mixed fortunes”, the title of the session at WTM London will reflect the bumpy ride Cruz has been on during 2017 – but he will also talk about how BA plans to compete with no-frills rivals at one end of the market, and premium competitors at the top end by changing the airline’s approach to service.

British Airways Chief Executive Alex Cruz

Cruz will be interviewed by WTM aviation expert, John Strickland, Director of JLS Consulting and himself a former BA employee.

Strickland will ask about BA’s new strategy, which has seen the end of free snacks for peckish passengers on short-haul flights.

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.

According to WTM London, 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. “The new strategy of meeting the needs of price sensitive customers on the one hand and on the other, satisfying the important premium customers will be key to BA’s future success,” WTM London said..

JLS Consulting Director John Strickland

Strickland will also present a session entitled “Turbulent Skies and Challenging Times for the Airline Business”. He will examine the hurdles facing airlines, from Brexit to terrorism, as well as the sector’s successes, as passenger demand remains strong globally.

The aviation sessions take place on Monday 6 November at The Inspire Theatre from 15.30.

• 15.30 – 16.00
Turbulent Skies and Challenging Times for the Airline Business
With John Strickland

• 16.45 – 17.30
British Airways: A year of mixed fortunes
With Alex Cruz and John Strickland

WTM London 2017 will take place November 6-8 at the ExCeL exhibition center.

The Greek Travel Pages (GTP) is an official media partner of WTM London 2017.