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Alex Cruz to become Chief Executive of SAS?

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According to this Sky News report yesterday, ex-British Airways Chairman and CEO Alex Cruz has been approached to become Chief Executive of SAS.

Cruz is reportedly one of a small number of candidates identified to succeed Rickard Gustafson, who is leaving to take a job outside the aviation industry.

Alex Cruz to become CEO of SAS

SAS has, arguably, moved closer than most European legacy airlines to becoming a low cost carrier which may be why Cruz is of interest to them. It had little choice, faced with competition from Norwegian.

The airline is a member of Star Alliance and has an established long haul network alongside its short haul operation, albeit with a long haul fleet which is just a 1/10th of the one Cruz oversaw at British Airways.

More news if and when we hear it.

Comments (63)

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  • Paul says:

    SAS must be desperate

  • Trystan Griffiths says:

    Ah well, there goes the no extra charge for bicycles that is normally considered as a standard 23kg luggage allowance!! I would use SAS to travel to Helsinki when BA stopped the route if I had my Bicycle with me as Finnair charges an outrageous €55 one way!

  • BLT says:

    Just a small typo in the last sentence of the Alex Cruz story:
    “ More news if and when he hear it.”
    I guess you mean when we hear it?

  • AnnaZ says:

    Question regarding IHG Rewards – how come some of you can find/see rewards availability for Xmas/NY when I have been told that it only shows 4 months in advance?

    • Rob says:

      That’s not true, IHG shows as far out as you can book. Hotels are contractually obliged to make 5% of rooms available for redemption.

      • annaZ says:

        Rob, I think it depends on destination. I’ll be travelling to Bora Bora in October and the reward nights are only 4 months ahead.. shame..

    • Aston100 says:

      Shows me about a year in advance through both the IHG website and the IHG android app.
      Who told you it is only 4 months in advance?

  • Steve G says:

    If the SAS reputation wasn’t down the pan enough, recruit the guy who trashed BA.
    SAS’s owners must be looking for strikes, IT failure, data breaches and plummeting customer experience.

This article is closed to new comments. Feel free to ask your question in the HfP forums.

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