Published on : Tuesday, November 7, 2017
Chief executive Alex Cruz declared that BA is “taking on the competition” in an aviation market that is “more competitive than it has ever been”. He said the £4.5 billion investment will “improve the experience of customers in all cabins”. He also said that the airline will refurbish 128 of its existing fleet, many of which have become dated and tired.
Passengers can enjoy streaming movies and stay in contact with friends, family and colleagues while on board. All seats will be provided with power-points, even for the economy class.
There were complaints from passengers that the airline ran out of foods on flights and not being offered enough drinks and snacks by cabin crew.
The five-year programme includes:
BA says this has proved popular among customers.
But the airline has also come under fire from both staff and tomers for damaging its ‘elite brand’.
Concerns have been raised over the loss of first-class perks, such as free amuse-bouches with customers’ first drink, no more fresh flowers in the first class toilets, and the downsizing of complimentary washbags.
Speaking at the World Travel Market trade show in east London, Mr Cruz accepted that flag carriers “have no divine right to flourish” and pledged to “fight for every customer”. Telling the audience that “we face waves of new competition on all fronts”, he noted that budget carriers such as easyJet and Ryanair are now “giants” while low-cost long-haul is “becoming a more resilient model than many people anticipated”.