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Self-respect and taking pride in doing a job well (ie professionally) can help; VS and CX cabin crew are recruited and trained with this in mind and it shows. If BA cabin crew aren’t (perceived to be) respected by their employer or colleagues on the ground, it’s hardly surprising they invariably become defensive and distant when relating to pax.

A smile from cabin crew in Economy does more long-term for an airline’s bottom line than a frown in First; that’s how VS took share from BA.