Air Transport World

British Airways CEO Rod Eddington. (Interview).(Brief Article)(Interview)

Former Cathay Pacific Airways and Ansett Australia CEO Rod Eddington took the pilot's seat at British Airways in May 2000. His enormous task was to turn the airline around and lift staff morale. Adding to that challenge have been the twin blows to tourism of the foot-and-mouth disease outbreak and 9/11, plus the grounding of Concorde.

* How is BA's new low-fare strategy for the UK and Europe working?

In the past we have usually sold cheap tickers two or three times a year. This will be much diminished and is being replaced with a new low-fare stepped structure. Part of the strategy is online booking and we have developed a much simpler Web page. We have taken this slowly and starred with domestic flights in April, and continental Europe is a three-phase program that will be completed by October. One of our problems was that our pricing system was so complicated that many people did nor bother to consider us for, say, a family trip to Rome for the weekend. …

Log in to your account to read this article – and millions more.