Industry analysts have said that a strike by British Airways cabin crews has already cost the airline more than $37 million in business.

First by the airlines cabin crews in 13 years, the three-day strike begun on Friday and disrupted travel for thousands of passengers, especially at England's Heathrow airport, the airline's main hub.

Analysts told The Daily Telegraph that the strike, as of Saturday, had already cost the airline more than $37 million in canceled tickets and contingency costs.

It hoped to keep flights operating for about 49,000 passengers Saturday and Sunday, British Airways said. It usually handles about 75,000 passengers during a normal weekend day.

The airline's chief executive, Willie Walsh, said in a video message posted online, "I am deeply sorry. This is a terrible day for BA."

Talks over cost-cutting collapsed on Friday between the airline and Unite, the union that represents cabin crews. Unite has a second, four-day walkout planned to begin March 27. (With Inputs from Agencies)