Goal Is To Become 'The Airline Of Choice For Everyone'

Faced with increased competition from low-cost carriers, British Airways has announced a major investment in its fleet in an effort to become "the airline of choice for everyone."

The U.K. newspaper The Mirror reports that BA CEO Alex Cruz announced the investment at the World Travel Markets trade show in east London. He said that flag carriers like BA "have no divine right to flourish", and said the airline intends to "fight for every customer."

The five-year business plan includes the purchase of 72 new aircraft; new interiors for 128 airplanes it currently flies; at-seat power for all passengers; upgraded catering in economy cabins on long-haul flights, and; fast wi-fi available in all cabins.

Cruz said that the legacy carrier is facing new competitors in all segments of the industry. He said that budget airlines like Ryanair and easyJet have become "giants", and have more staying power than many had expected. Meanwhile, mideast carriers like Emirates and Qatar are making large investments in luxury cabins, and U.S. legacy carriers are making significant upgrades to attract business-class carriers.

Cruz said the carrier is investing nearly $6 billion in the program.

(Image from file)

FMI: Original Report