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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)

  • 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.

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