They're trying to hang onto elites with a less than competitive product but banking on the power of Exec Club loyalty. They cannot invest in the same order of £ as the ME3 but some of their legacy competitors have better C and W.
None of which matters when you connect to long haul on an Airbus with EZY levels of seating. In the short term the numbers for IAG are good but the brand positioning is coming apart. You'll notice putting "To Fly, To Serve" back on the aircraft is seldom referenced now in brand marketing. Too many people laughed.
Cruz is a cost cutter from the consulting machine, (Accenture), that's all he knows, a by the numbers MBA creature. The next CEO will have some degree of damage to repair but only if the IAG board accept they've cut too far. Big if.
Maybe Qatar will just buy them, they're already buying up AA.
Last edited by Skipness One Echo; 7th Jul 2017 at 09:27.