How can airlines improve profitability?

On November 1, 1996, Kevin Benson, then president and CEO, unveiled a restructuring strategy to improve the profitability of Canadian Airlines. The operational restructuring plan was supposed to be phased in over a four year period, addressing the main issues of cost control, revenue growth, capitalization and fleet renewal. It was also one of the founding members of the Oneworld airline alliances, along with American Airlines and British Airways. The plan started off well but with the Asian economic downturn 1998, air traffic decreased and Canadian was suffering on its most profitable route.