The irony is, some big carriers would rather spend millions on expensive advertising, promoting football teams, F1, cricket, Hollywood stars etc rather than spend the money on its core business. That might include such trivia as improving training resources and budgets. It would also include ensuring sufficient engineering cover, not 'forced' overtime on days off, as well as having rested pilots and cabin crew by reducing overall monthly working hours. It would mean paying & treating it's front line staff well enough that they don't wish to leave and be replaced by lower qualified & less experienced personal.
Of course, it's not for me to say who those big airlines are, the public can decide that themselves.
Harry