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Our strategy and objectives

A plan for growth

Despite the downturn, we have continued to grow where it makes economic sense and meets the needs of our customers. We launched new routes from London to Hyderabad and St Kitts; we launched OpenSkies, our subsidiary flying from continental Europe to North America in June 2008, and subsequently purchased L’Avion in July 2008; and we have announced the launch of the first London City to New York JFK service to start later this year.

Investing in efficient and flexible new aircraft makes sense, even in these tough times. With the arrival of our new Boeing 787s delayed, we contracted six Boeing 777-300ER aircraft (two acquired, four leased), with options for a further four.

Corporate responsibility

Our vision is to become the world’s most responsible airline, and we have brought all our corporate responsibility activities together under the banner ‘One Destination’. We have set challenging goals for further reductions in our carbon emissions, reducing and recycling waste and minimising air and noise pollution. We have continued to invest significantly in our community relations programme and are proud of our record of raising money for charities, both as a business and through the incredible energy and commitment of our people.

“We have exceeded punctuality and baggage targets across the network, achieving record customer satisfaction scores.”