BA reveals ‘two airlines in one’ strategy

Plans to be premium at the front, low-cost at the back
There are plans to make British Airways a two-tier airline based on the service it offers to passengers. It will be a premium carrier at the front of its planes and low-cost at the back.
Alex Cruz, chairman and chief executive, revealed the “two airlines in one” strategy in an interview with the UK’s Sunday Times Magazine.
The former Vueling boss outlined a plan to split the airline into two – a low-cost airline and an upmarket one – which he said would make BA a “fantastic, unbelievable, 10 out of 10” carrier again.
During the interview, Cruz also touched on a number of other recent issues faced by the carrier including its ‘IT meltdown’ in May and ongoing cabin crew strike action. “We are falling behind. We have work to do,” he admitted.
In related news, British Airways has released a new inflight safety video made with several celebrities. The six-minute film runs will through the safety instructions and also introduces its Flying Start Charity, which supports the charity Comic Relief.
The video features cameos from actors and TV personalities such as Gillian Anderson, Gordon Ramsay, Rob Brydon, Sir Ian McKellen, Thandie Newton and Rowan Atkinson, in humorous sketches in front of comedian Asim Chaudhry. It can be watched here.
Sunday Times Magazine / TTG


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