Airlines in a Crisis

The board of SAS a traditional networks airline with a service, is about to pick a new CEO and thereby indirectly deciding on what kind of airline they want the company to be in the future.  Al Baker the boss of Qatar airways wich is a 35% investor in IAG the parentcompany of BA commented in an article in the Sunday Times yesterday that the management of BA under Cruz leadership lost sight of what made BA. It became a penny pinching airline that where selling food instead of serving food. Is that what SAS owners wants with their airline. A low fares competitor that instead of competing with route network, connections and non-quareling service sees price as their most important factor. In that case they will get plenty of competition in the Scandinavian market with Wizz, Norwegian, Ryanair and newcomers Flyr and long haul Norse all ready for a race to the bottom. However I doubt all Scandinavians look only to price when it comes to picking their mode of air travel. Plenty of people with

 And with taking on I don't mean competing against them but rather swallowing the juicy parts of it. What do Norwegian have that could be attractive to Ryanair:  It has a loyal following in Norway and parts of Scandinavia . A following that want Low Fares but loats Ryanair. It has a well established net of routes within Scandinavia and domestically within Norway that Ryanair would have a problem copying without diluting its own union stance and cost base. It is positioned at the more premium part of Low Fares with a less agitating policy against customers. This could be expanded upon incorporating some more Low Cost basics for profitability. And without messing up the Ryanair image anc cost base like its own Always Getting Better efforts have done to the bottom line lately. It has a Transatlantic/Transcontinental fleet and a worked up net of routes and we all know how O'Leary have long wanted to somehow do Transatlantic Low Cost. A part that could be split out from Norwegian Sc

It's not a crash / downturn / new normal for a business started now. They don't have a lot of parked planes they have to pay for or staff costs for people that have nothing to do, or now massively oversized other fixed costs for an airline 4 times what they are flying. Their start out cost base will be where other airlines are trying to get to through negotiating pay and lease reductions. And what for established airlines will just be a (partial) future return to normal will for them be a giant upswing. Add in a bit of what others can't do because it isn't like it used to be and you could be on to a winner. Something for CoVid19 times like optional social distancing through middle seat free. Flexible changes instead of outright refunds. Remember they don't have a massive presale either of seats that may or may not be taken up, so they should now that they who book now knows the pandemic story. New airlines now have a massive selection of used and new planes fro

This time it is an originally military airport Ryanair launched as a Low Fares hub for germans. For Hahn read Frankfurt as Ryanair has advertised it as since they forst started flying to Germany and it was their main foothold in the country. Ryanair is so focused on their crew and airport negotiations that they abandon bases and airports rather frequently. Including markets they have built up over years. Ths may be part of their move up the service ladders and into more established airport that is seen as the city's main place to fly to/from. Regardless of if its closer or further from the city. Advantage for newcomers is that these airports will now be in shock and receptable for any offer probably even low balls like they Ryanair first came with when they moved in all those years ago. After all most of them are pivately owned and open to negotiations. You don't either have to spend your own advertising money on explaining how they really are an airport of whatever ciety,

Now when we have argued that an airline should be based near an airport to not only remember what its all about but also have some commonality so that management can be closer to the action, and office space can be co-used with operational staff, where would Norwegian with time move to. We have already established that Oslo Fornebu closed years ago as an airport and since all the land is sold off for building offices and housing it is not coming back. This means that Norwegian's current office has become so city center near that its prime real estate, and in the expensive Oslo southwest as well so a quick property developer financed buy and flip makes sense, leaving money over for somewhere else. The most likely new location would be somewhere near the OSL Oslo Airport. That is after all Norwegian's main base, where they retracted to for the pandemic lockdown, and where their headoffice management and staff have to go anyway if they want to travel anywhere within its network

This is what happens when an international airline get a top chief that have no experience from managing an airline. No experience from any other parts than a bit of consulting. Just thinks its about selling a ticket plus whatever extra you can add onto the purchase. You don't make a Low Fares airline by lowering prices. You make the basis for it by keeping your costs low. And a key part of that is the single type of plane. But you need to spend time in engineering and ops to understand why that is so important. Just 1 set of spares and 1 type of engineer for all the planes, just 1 type of pilot so you don't have to double up on simulators and standbys, and the ability to swap any plane in on any route depending on what is available on the day. Did the company bosses visit other airlines that has done before the type of company they wanted to be. O'Leary of Ryanair did do a study visit to Southwest before forming his vision.  If you want to play with the big boys and sou

Over time Norwegian should be split in 2 units under an umbrella managments to purify the single aircraft type principe of a true Low Cost airline. There can be no profitable Low Fares without Low Costs. The short haul (NSH) 737 part should concentratte on servinf te scandi/nordic market where it can capitalize on its namerecognition and customer belongingness. with additional routes from there to sun destinations and other Norwegian long haul hubs. The long haul (NSL) 787 part should be based elshewhere like Dublin or London Gatwick. Together with overall management of both companies. From here it would become the only really independent Low Fares intercontinental airline. All others are just offspring of full service airlines where the core of the company are not really in it 100%. Both parts should initially during the pandemic offer a Sanitized class and a Couldn't Care Less class (see other post) to appeal to the broadest market and get more flying. As time goes on they