Martin Broughton, chairman of British Airways, said on Tuesday: 'In these testing times, cutting marketing spend is not the answer.' This will come as welcome news to PR and marketing agencies, who fear big brands such as BA are likely to slash spend.
'Distinctive brand positioning is crucial at such times because customers feel more secure with strong brands,' said Broughton in his keynote address to the annual Travel Convention, organised by ABTA. In a hard-hitting analysis of the global travel industry, Broughton said a further 50 airlines could collapse, but that this may actually benefit consumers in an oversupplied market.
BA would continue to innovate, with emphasis on easier check-in via the internet and mobile phones, he said.