BA Names Hayes To Head N.A. Sales

British Airways' sales efforts in the Americas on Sept. 1 received a new leader when Robin Hayes assumed the post of the region's executive vice president of sales and marketing. Hayes replaced David Noyes, who led North American sales and marketing activities until recently returning to London to become area general manager of the United Kingdom and Ireland. Hayes now reports to commercial director Martin George and is responsible for all British Airways sales and marketing in North, Central and South America.

"The United States in particular has a vibrant and tough corporate travel industry and I look forward to being a part of it," Hayes told Business Travel News last week after arriving at BA's North American headquarters in Queens, N.Y. "The corporate travel market clearly is our biggest and core to what we do. I have learned that corporate clients expect more and more from their carriers and expect them also to be price-competitive. We take nothing for granted."

He called the United Kingdom-North American transatlantic market among the most fiercely competitive in the world, with intra-Europe and Europe-Far East routes. "There still is more capacity than demand," he said

Hayes said he will look to continue strong relationships with BA's Oneworld partners in the region, American Airlines and South America's LAN, "but the priority is BA and making sure our house is in order."

Hayes, who has previous experience in Latin America, said that in the past 10 years this "has to be one of the most boom-or-bust markets you can imagine" and now again is showing signs of recovery. "In markets like Brazil and Argentina, you are seeing the first signs of sustainable economic growth and increasing business travel demand," he said, noting BA's increased capacity to the region. Hayes said BA intends "to protect and grow" its network in the Caribbean. Hayes most recently served as BA's area general manager for Europe, Latin America and the Caribbean. His career with the airline dates to 1989 and has included commercial and operational responsibilities.

Noyes returned to the United Kingdom after a three-year stint in charge of British Airways' North American sales and marketing activities. He took over his new post from Tiffany Hall, who became the carrier's general manager of global sales and distribution.

The carrier last month said long-haul premium class volumes continue to recover. Its July traffic report showed a 5.5 percent jump in passenger traffic in the Americas, year-over-year, on a marginal increase in capacity. Load factor rose 4.4 points to 79.3, the highest of any BA operating region.