"Our international business is losing money, our international business, if these demands are met, will go back even further."
The International business is losing money Mr Joyce, because YOU and your boardroom peers have failed to invest in the product. You have failed to innovate the product.
Engineers and pilots are NOT the ones "damaging the brand". I am fed up with hearing this rhetoric. It is those in your position who are doing the damage.
Get your noses out of the money trough and start taking notice of your customers.