Will Horton, from CAPA Centre for Aviation, said it was “unclear what benefit” direct Swire involvement would yield. Two members of the family currently sit on the airline’s board. Seeing little merit in Kingboard’s suggestion, Horton said: “The situation is not the Swire family relaxing on a tea plantation outside Colombo oblivious to the seismic changes in Asian aviation.”
Cathay Needs Less Swire, Not More Bloomberg 310717
However, Cheung said the airline’s financial health and business model remained sound despite the substantial losses arising from low oil prices.
Cheung maintained the company had a “future” and urged management to reverse the negative mindset of frontline staff amid job cuts.