Skift Take
British Airways probably will never win back its past magic. But the airline can get better and as it strives to improve, it should look forward, not back.
Is British Airways back?
I can think of only one other major global carrier — ahem, United Airlines — that has received as much criticism over the past five years. Loyal customers have complained as British Airways' new CEO, a veteran of two low-cost carriers, gutted some of what made the airline special.
The new CEO, Alex Cruz, said he had no choice. He was hired in 2016 to ensure British Airways could compete against low-cost carriers and to make the century-old company more efficient and innovative. That meant shaking things up.
Cruz removed free food and reduced legroom on short-haul flights. He also added seats to some wide-body aircraft, reducing shoulder space for many passengers. His reputation further took a hit as the airline struggled through technology issues, including a massive 2017 computer system outage and a significant data breach last year.
But British Airways is getting some swagger back. The airline is making money, and it is investing in its onboar