Unlike various shock-horror tabloid stories, I think this Sunday Times story spells real trouble for BA - which is why I posted it.
It's written by a senior ST business writer who works both sides of the Atlantic; it's the magazine lead in the biggest and most authoritative broadsheet with a huge business readership slap bang in BA's main passenger pool; and although it has few elements new to readers of this blog, it is an accumulation of negative headlines which are now impacting dangerously on the company.
ST readers are the passengers, analysts, investors and pension fund managers who fly biz class but whose company policies hold them in as BA customers - so they know the deterioration first hand.
The problem for BA is that its troubles have become mainstream, its poor service is a byword, and reputations once lost are not easily recovered. When Cruz admits the strategy is falling, it can't be long before the board agrees - and changes that strategy and the team that implemented it. Can it? Is anyone at Westworld/Waterworld/Waterside listening?