28 MARCH 2016

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Article from BTNews 28 MARCH 2016

Alex Cruz takes over at BA

British Airways has a new CEO from 1 April. Alex Cruz, best described as a multi-national, takes over from Keith Williams, who is retiring after 18 years with the airline.

The low-profile Williams is credited with sorting out the staff labour problems which beset the airline at the time of its amalgamation with Iberia to create IAG, and with the highly-successful takeover of bmi, putting the airline into a dominant position at Heathrow.

Cruz (49) is a multi-lingual Spanish national raised in the United States. He has a Masters degree from Ohio State University and founded Clickair in 2006. The company merged with Vueling in 2009. Before Clickair, Cruz spent 10 years with American Airlines before moving to London to work for management consultant Accenture, where his clients included British Airways, Continental, Delta, Lufthansa and Virgin Atlantic. His home is in London and the Vueling headquarters at Barcelona, a commute and also a hands-on means of learning about BA.

He takes over what was once self-promoted as “the world’s favourite airline”, now a tight but profitable ship with most of its old thirsty aircraft gone, the A380 fleet virtually complete and more Boeing 787s due. Challenges facing Cruz include tough competition from low-cost airlines within Europe and Gulf-based carriers for long-haul eastern destinations. The North Atlantic is still his domain.  www.ba.com

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OUR READERS' FINEST WORDS (All times and dates are GMT)

All comments are filtered to exclude any excesses but the Editor does not have to agree with what is being said. 100 words maximum


franco mancassola, honolulu HI

Best thing that has happened to BA in 25 years. Intelligent, competent, savvy. Wish him well.


John Davidson, Paris

Cruz's background sounds like an excellent background to run a place like BA with IAG on top. It won't be the first time that a US-educated exec has hauled a European operation out of management problems (think Leahy at Airbus, or the American who took over management of the Eurotunnel construction project). He's also a far cry from the days of Lord King and then Bob Ayling, whose initials made me ask cabin crew what "BA" stood for. They professed not to know. When I suggested "Bob Ayling," then CEO, my follow-up question was, "So BA is Ayling's?" Or: "But BA isn't ailing (or Aylng), is it?"


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