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Some Legacy Airlines Success Formulas By Philippe Louis |
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July
20, 2011 - The airline industry as a whole has made a
cumulative loss during its 100-year history. It is
considered as one of the riskiest industry in the economy.
Despite that gloomy picture some airlines managed to post
profits during most of their existence.
What
combinations of factors did they use to navigate industry
storms and maintain these amazing longevities? State support
is one of them but not everything. Plenty airlines with
state supports have failed: Sabena, Swissair, Air Afrique
and many more. Air France serves 20 destinations in France and operates worldwide scheduled passenger and cargo services to more than 150 destinations in 83 countries. |
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The airline's global hub is at Paris Charles de Gaulle Airport, with Paris Orly Airport, Lyon-Saint Exup?ry Airport, and Nice C?te d'Azur Airport serving as focus cities. In 1990, the airline acquired the operations of French domestic carrier Air Inter and international rival UTA (Union des Transports A?riens).
In
1990, the operations of government-owned Air France,
semi-public Air Inter and wholly private UTA were merged
into an enlarged Air France. Air France's acquisition of UTA
and Air Inter was part of an early 1990s government plan to
create a unified, national air carrier with the economies of
scale and global reach to counter potential threats from the
liberalization of the EU's internal air transport market.
Explanations - Network: It enjoys a strong and balanced long
haul network, a quasi-monopoly on France-Africa routes. It
is more long hauls oriented. That enables it to lower unit
cost.
HUB:
Air France has a strong concentration of traffic at a single
mega Paris-Charles de Gaulle Airport, which creates maximum
operating efficiency, far more than having multiple hubs. By
this way the company benefit from preferential access to the
main strategic position in the country.
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State
Support: The Company benefited from significant help from
the state to create a national giant without serious
opponents. The government is still a major shareholder. Air
France?s French competitors (Corsair mostly which was the
most credible one) have always complained of hidden actions
of the government to prevent them grow in market shares. Class Services: The transporter offers a great class services that known from around the world for its quality. The use of Concorde contributed to enhance that reputation that last after the retirement of the aircraft.
The British Airways Group
was shaped on September 1974 through nationalization. BA was
formed from two large carriers, BOAC and BEA, and two much
smaller regional airlines, Cambrian Airways Cardiff and
Northeast Airlines Newcastle upon Tyne. All four companies
were dissolved in 1974 to form British Airways. Thirteen
years later, in 1987 the company was privatized.
Explanations - State Support: The carrier was state-owned,
which created a competition bias. After privatization, it
naturally inherited from the state favorable policy and from
a situation that liberalization will never reverse. Since UK
is small in land area and also highly centralized nation
like France, everything turns around London, it involved the
impossibility to substitute London in the air transport
system and thus to have a real competitor.
HUB:
BA also operates a single mega hub which is greatly
effective for a Full Service Network Carrier (FSNC) that
offers long and short haul flights. Owing to the prominence
of London in the world?s business and financial system, BA
directly takes advantage of that situation.
Network: Its long haul network is far more developed than
its short haul?s one, which enables it to lower seat cost.
It has one the biggest Boeing 747 fleet in the world. BA?s
presence in the USA is the largest than any non-US carrier.
Class
Services: British Airways enjoys a great class service
image, very premium-oriented. The importance of London in
the world?s economy requires a focus on class services and
mostly premium. BA did also operate the Concorde which
contribute to build its class service reputation. Emirates Airlines is a subsidiary of The Emirates Group, which is wholly-owned by the Government of Dubai. In 2008, Emirates moved all operations at Dubai International Airport to Terminal 3, a new terminal entirely dedicated to Emirates. The airline ranks amongst the top 10 carriers worldwide in terms of revenue, passenger-kilometers, and has become the largest airline in the Middle East in terms of revenue, fleet size, and passengers carried. In 2009 airline in the world in terms of passengers kilometers ca and 4th-largest in the world in terms of scheduled international passenger-kilometers flown.
Emirates Airlines has gradually taken the traffic from South
Asia to North America, allowing passengers to bypass the
traditional hubs of London Heathrow, Frankfurt, and
Paris-Charles de Gaulle Airport; with a transit stop at
Dubai International Airport instead. The established network
carriers in Europe and Australia perceive Emirates'
strategic decision to position itself as a global carrier
and to make Dubai the new stop between Europe to Asia, and
Asia to North America as a major threat. South Asia is also
an important region for the Emirates network. Emirates also
vies with British Airways, Cathay Pacific, Qantas, Singapore
Airlines, Thai Airways International on the lucrative
Kangaroo route: London-Sydney.
Explanations - Services: Emirates Airlines has built up a
strong brand name as an innovator in the air transport
aviation industry, chiefly in terms of service excellence,
with consistent profitability. In 2009, Emirates was voted
the fifth best airline in the world by research consultancy
firm Skytrax. The carrier was the first airline to introduce
the completely private suite in first class.
HUB:
Dubai International Airport's Terminal 3 was built
exclusively for the use of Emirates at a cost of $4.5
billion and opened in 2008. Terminal 3 is the largest
building in the world by floor space. Some industry analysts
believe the airline is second only to Ryanair for seat cost
basis due to lower operating costs at its Dubai base. Since
Dubai International Airport does not have any night flying
restrictions, Emirates achieves a higher utilization of its
aircraft than competitors.
Fleet:
Emirates is 1 among 9 airlines to operate an all wide-body
aircraft fleet. This involves lower unit costs compared to
other large airlines operating mixed narrow and wide body
fleets and allows the airline to use the aircraft's cargo
capacity to increase its revenues and total profits. The
centerpiece of the airline's fleet is the Boeing 777-300. It
will progressively share that role with the Airbus A380. It
is actually sending to retirement the smallest elements of
its fleet (Airbus A330-200 and Airbus A340-300) to focus on
bigger aircrafts (Boeing 777-300, Airbus A380-800, and
Airbus A350-1000) that will again drop unit cost.
State
Support: The transporter clearly benefits from state
supports. Privileged airport access to build the service
quality and the brand is one of them. Both the airport and
the carrier belong to the state. Other indirect supports
include the strikes ban that the airline benefits from since
it hasn?t reached size maturity yet. Financial supports are
not evidence but observers believe that the carrier has
enough operating elements to justify its performance without
subsidies. Its model is much closer to another successful
Asian carrier: Singapore Airlines.
Labor:
The carrier has a flat organizational structure that allows
it to maintain low overhead costs. It also has fewer legacy
costs than longer established rivals, and it helps that all
forms of strikes are banned in the United Arab Emirates.
Moreover, the labor cost is lower. Owing to the portion of
labor expenses in an average airline it?s considerably
advantageous.
Marketing: The airline is running a powerful international
marketing campaign. Its brand is associated in many western
and non-western sport tournaments: in soccer (the FIFA world
cup), cricket, rugby, tennis, horse racing, etc. It also
sponsors clubs: Arsenal, Hamburger SV, Paris Saint-Germain
FC, etc. That play a part to build a reliable and robust
global name as it?s building its fleet and network and in
preparation to become the world?s largest carrier by 2025
for many observers.
Lufthansa?s parent company (Deutsche Lufthansa AG) is the
largest airline holding in Europe in terms of overall
passengers carried and the largest in the world in sales.
The airline itself is the world's fifth-largest airline in
terms of overall passengers carried, operating services to
18 domestic destinations and 187 international destinations
in 78 countries across Africa, Americas, Asia and Europe as
of February 2010. It does not serve Oceania currently.
Explanations - HUB: Lufthansa maintains 2 hubs: 1 giant hub
at Frankfurt Airport and another one, less big than
Frankfurt but still important in size at Munich F Joseph
Strauss Airport. That situation is a little bit different
than Air France and British Airways. Network: The airline takes advantage from the geographical position of Germany which is in the center of Europe and which is the closest to Asia among the Western European countries. Thus it outranks among the European Big three for number of European and Asian destinations and is the last in number of destinations to the Americas (which is the downside of the 2 primary advantages).
It
also outranks Air France and British Airways for total
destinations. That is explained by the size of the German
economy. Like Air France and BA, Lufthansa is more
international and intercontinental oriented than its US
counterparts, but at a less extent than Singapore Airlines,
Emirates and Cathay Pacific. This enables it to operate in
high volume of output using a high percentage of wide body
aircrafts. Singapore Airlines runs a hub at Singapore Changi Airport and has a large presence in the Southeast Asia, East Asia, South Asia, and Kangaroo Route. Its wholly-owned subsidiary, Silk Air, operates regional flights to secondary cities. To respond to the threats posed by the low-cost sector it invests a 49% stake in Tiger Airways. It ranks among the top 15 carriers worldwide in terms of revenue passenger-kilometers and 6th in the world for international passengers carried. The carrier had encountered many protectionist attitudes in the past when it was shut out from the Toronto market after complaints from Air Canada, and was forced to stop flying Boeing 747-400s into Jakarta in the wake of protests from Garuda Indonesia when it could not use similar equipment to compete. Singapore Airlines has diversified into other sectors such as ground handling, aviation engineering, air catering, and tour operations.
Explanations - HUB: Singapore Airlines operate the perfect
single hub model. That gives to it full advantage in terms
of operating coordination, flexibility, schedule planning,
aircraft dispatching, maintenance, etc. It can better
standardize its operations and apply policy of volume.
Airline industry is an industry of capacity costs, and high
fixed cost. Standardization and operation by high volume of
output is the best way to avoid additional costs and to
cover the fixed cost themselves. The nature of the country:
city-state renders difficult to have a competitor.
State
Support: Since the state is an owner of the airline via its
holding Temasek (54.39%) we can imagine that it benefits
from many hidden advantage: airports access, etc. Network: Its geographic risk is greatly diversified due to its sole destination in domestic market. Owing to the relative geographic isolation of Singapore, the airline has to fly its aircraft longer to reach the nearest regional market. Also geographically Singapore is on the equator. To reach the world?s economic centers (and also reach their markets) which are mostly in the north: Tokyo, Shanghai, Beijing, Seoul, New York, Chicago, London, Paris, Frankfurt, etc, it has to fly longer in average than British Airways, Air France, Japan Airlines, Air China or Delta Airlines have to fly to do the same.
That
geographical inconvenience forces the transporter to
maintain its fleet longer in the air, which every air
carrier looks to do. This is good to lower fixed cost like
aircrafts, ground personnel, airports charges. The airline
charges the passengers for the additional hour flown, but it
does not provoke additional costs for these categories of
charges.
What
we can see on this table is that at least 34 % of the
destinations are at least 11 hours of flight from Singapore
(Africa, Europe, Americas). In Asia-Pacific, Middle-East
countries, Japan and Oceania still require wide body
aircrafts to be served. Moreover, Singapore Airlines managed
to have the regional network covered by Silk Air, thus it
can focus entirely on the long destinations. The network
layout of Singapore Airlines is different from US legacies?
ones. The explanation is geographic and it?s mostly
advantageous to the Asian carrier.
Fleet:
Singapore Airlines operates a wide-body aircraft fleet from
five aircraft families: Airbus A330, Airbus A340, Airbus
A380, Boeing 747 and Boeing 777. This all wide body fleet
enables it to preserve a low seat cost. Over years, it also
follows its policy of maintaining a young fleet, which
stands at an average of 6, 54 years as of July 1st 2010. The
airline renews its fleet frequently to maintain this low
age.
Airlines Brand Independence: The group operates medium haul
destinations under Silk Air, the 2 companies operations are
independent and are not under constraint of each other.
Moreover Silk Air hub is also at Singapore Changi Airport
which makes things much easier. This strategy is opposite to
North American and European majors ones which combine long
haul, medium haul and short haul under a single operating
structure. Class Services: The Company offers great class services. It is among the best in the world. The Singapore airlines business class seat is currently the world?s largest. The first class suite is also presently the more spacious. Its class services policy enables it to retain its customers at a higher rate and to attract and keep premium travelers who bring higher yield. Conclusion - Despite being a perilous business with countless failures and bankruptcies, some airlines managed to create shocking streamline of profits. Repeated fuel rise, high fixed costs didn?t hold back these carriers (Singapore Airlines and Emirates above all). |
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