BA have recruited a director from Jumeirah Group with the intention to improve the BA service and product offering. He is determined to focus on the customer experience and admits that 'too much cheese has been scraped off the pizza'.
There will be less focus on cost and more of a focus on improving the whole experience to put BA back amongst the leading airlines. Big improvements are on the way especially in areas such as catering.
The relaunch of the brand will see big changes over the next year. The dispute settlement allows this process to start. Exciting times ahead.