Speaking at the ABTA Travel Matters Conference in London today, Williams said British Airways is entering an "exciting chapter", and he is "determined" to put investment for BA customers at the heart of the business.
BA is investing £5.5bn over the next five years in new aircraft, cabins, products and consumer services, including developments in in-flight entertainment systems.
Williams said he hopes to see the development of a customer services system that stores individual likes and dislikes, and provide a more "personalised" experience for consumers.
British Airways has become a more efficient airline since 2001, he said. BA's revenue has stayed "roughly the same" over the past 10 years, while it has decreased flight capacity by 25% and passenger numbers by 33% to 31 million passengers last year.
Williams said shedding "a lot of unprofitable flying" has increased productivity at British Airways by more than 50%.