Cabin crew strike will cause “massive damage†to BA brand
He believes the striking will cause massive damage to the company’s reputation.
“This could, quite literally, kill the BA brand as we know it and ultimately the company. It’s little short of tragic,” he said.
Workers are doing themselves no favours with this action, he added.
“Whatever the desired outcome of the strike, and whatever the actual justice of their cause, the actual outcome will be worse for everyone, with fall in income and brand reputation leading to even more redundancies,“ said Middleton, who He will be seen this spring as brand advisor to Duncan Bannatyne in Virgin 1’s new TV series called Seaside’s Last Resort.
Middleton contributed to a brand training project with British Airways’ marketing and brand team in 2008.
“I met dozens of BA staff and they seemed to me to be unanimously fiercely proud of working for the brand,” he said.
Middleton fears that the action could even damage the reputation of “brand-Britain”.
“BA is the national carrier after all, and its fortunes and misfortunes reflect on the international reputation of the country,” he said Middleton. “For all our prosperity, this is not a time to damage the BA brand.”
Phil Davies
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Phocuswright reveals the world's largest travel markets in volume in 2025
Cyclone in Sri Lanka had limited effect on tourism in contrary to media reports
Skyscanner reveals major travel trends 2026 at ITB Asia
Higher departure tax and visa cost, e-arrival card: Japan unleashes the fiscal weapon against tourists
In Italy, the Meloni government congratulates itself for its tourism achievements