I guess a cheesy letter from a Swire Prince is better than being dragged before a Star Chamber, it is a form of caring. But I am wondering about something. The Grand Wizard of IATA, Tony Tyler, has recently been making many public statements about aviation fuel, usage, costs etc. So perhaps the Swire Princes are simply adapting to Herr Tyler's words of wisdom, listening to his experience in these sorts of matters?
Perhaps CX Management wish to save fuel so as to save the environment, provide a cleaner, safer planet for our children's future, place their stamp on the carbon footprint program for the greater cause of humanity? Truly, maybe with responsibility comes accountability? Have we been blind to the facts all along - fuel conservation is being promulgated solely for the purpose of saving humanities future?