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Álex Cruz (born 1966) is a Spanish businessman, and the Chief Executive and Chairman of British Airways.
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Early life
He grew up in Bilbao, where he was born, in the Spanish province of Biscay in the north of Spain. He studied Engineering at Central Michigan University in Mount Pleasant, Michigan from 1984-88. He gained an MSc from Ohio State University in Columbus, Ohio, studying there from 1988-90. In 1993 he gained an Executive Education Program at Cox School of Business in Dallas, Texas while he was working for American Airlines.
Career
He started with American Airlines, working with them in London for five years from 1990-95. From 1995-2000 he worked for Sabre Corporation, a technological division of American Airlines.
Vueling
In the summer of 2006 he became the founding chief executive of Clickair, a low-cost airline. This became part of Vueling on 15 July 2009. Vueling has around 100 aircraft. Vueling is Spain's second-largest airline with 163 destinations.
British Airways
On 6 November 2015, he was named as the next chief executive and chairman of British Airways, to begin in April 2016. International Airlines Group, owner of British Airways, also owns Vueling. He replaced Keith Williams. He is also taking the airline towards the same direction as other budget airlines by charging for food and drink, including water, on all shorthaul flights in Economy. This follows a series of cutbacks, including newspapers, on board amenities and selling of snacks in Economy on longhaul flights after removing the second meal service. Behind the scenes he has also focused on outsourcing as much of the workforce as possible, such as airport agents, contact centre staff and IT. Passengers already were concerned about the airlines decision to create a hand baggage only fare which has lost them hundreds of potential frequent flyers.
Personal life
He is married with four children. He lives in London.