with crude oil at $40 a barrel,cuts are not the main topic on the agenda of airline survival.delivering a consistent,high quality product on longhaul services is the key to attracting and maintaining a sound customer base.slashing costs,destroying service standards and demoralising the workforce are not the measures to ensure growth and profitability.BA are now delivering the highest levels of customer satisfaction since records began,compiled with reduced fuel surcharges and a superb product across the range of cabins,the outlook for the future is far better than most of the competition.the reduction in premium traffic as a result of the financial sector meltdown will have a negative effect,but emphasis on delivering a great product to the world traveller customers will ensure substantial load factors.T5 is now an enjoyable heathrow experience,just look at BA's punctuality levels,absolutely outstanding.change in this industry in inevitable,but change can only be achieved with the cooperation and enthusiasm of both management and employees.BA will offer incentives for crew to change working practices,some will appeal,some will not.some crew will change contracts and some will not.the key to the future is choice and respect for individuals preferences.BA is big enough an organisation to accomodate a variety of work and lifestyle choices.with this in mind,this airline can only prosper in the current economic climate.the competition had better be worried,BA will emerge as a more powerful airline in the future.i suggest investing any spare cash in BA shares,a superb long term investment.