British Airways is halfway through a transformation of the business under the leadership of Sean Doyle, focused on building the brand’s ‘premium’ reputation, improving engagement with staff and increasing the resilience of the technology that underpins operations. Doyle’s efforts to transform BA began when the former Aer Lingus boss took over at BA in October 2020, replacing Alex Cruz. The latter had overseen three profitable years for the British flag carrier in the run-up to the pandemic and had initiated an overhaul of the operator’s premium product. But he also faced challenges around a perception of excessive cost-cutting, high-profile technology failures and strained relations with staff – notably amid the handling of job-losses and contract renegotiations as Covid-19 grounded operations. Speaking during a second-quarter earnings briefing by BA parent company IAG on 28 July, Doyle split the airline’s ongoing transformation effort into four “key components”: leadership, resourcing, product investment and technology. Source: British Airways Doyle has overhauled the airline’s leadership team One of Doyle’s priorities, he explains, has been to bring in “a lot of very, very strong leaders” to spearhead change at the business, including KLM’s Rene de Groot as chief operating officer and former LATAM Airlines and […]
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