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Our strategy and objectives

We have lived through unprecedented market conditions over the last 18 months. Throughout this we have remained focused on our strategy to become the world’s leading global premium airline.

The actions we are taking now to make our cost base more efficient and our unstinting focus on outstanding customer service are critical parts of this long-term vision. They will determine how strongly we emerge from the current downturn and will help us to create a sustainable and profitable future for the business, benefiting our customers, colleagues and shareholders.

In this section, we explain the strategy in detail and describe the actions we’re taking to pursue it.


What we offer will appeal to customers across the globe. Wherever we operate, individuals and business travellers alike will want to fly with us whenever they can.


We will make sure all our customers enjoy a unique premium service whenever and wherever they come into contact with us. Our customers will recognise that the service we offer is worth paying that little bit more for.


We will remain focused on aviation – moving people and cargo is our core business. We will develop new products and services to complement this.