We tax air passengers like cigarettes and alcohol - we impose sin taxes on travellers.

We're a stupid industry led by stupid people.

The point is... you'd better figure out what your Customers - the Customers you want - value. Because that's what they'll buy. Anything else is a waste of their money, and they'll figure that out in a hurry.

It's like telling Mozart that there are too many notes in an opera. Which one do you want us to take out?

It's the old adage: You can make a pizza so cheap, nobody will eat it. You can make an airline so cheap, nobody will fly it.

There are a lot of parallels between what we're doing and an expensive watch. It's very complex, has a lot of parts and it only has value when it's predictable and reliable.

We tax air passengers like cigarettes and alcohol - we impose sin taxes on travellers.