Why Europe’s Small Flagship Airlines Should Act More Like Hotel Brands
Photo Credit: An Air Malta plane. Flickr / Aero Icarus
Skift Take
Europe is fond of its national airlines, but carrying the ongoing burden of loss is out of the question. There's bound to be more market consolidation. Consolidating without destroying the unique cultural brand is an interesting approach to this dilemma.
Former airline CEO, Peter Davies, who was most recently at the helm of Air Malta, tells us that a long-term solution to the problems faced by Europe’s small flagship carriers could be a hotel industry model.
Flagship carriers are becoming an endangered species around the aviation world, but the problem is prominent in Europe where national airlines clash with the growing influence of low-cost carriers and Gulf carriers, who are eating their lunch. These relative new-comers are squeezing traditional European carriers from both sides, taking a significant chunk short-haul feeder routes and long-haul, high-profit premium routes.
Smaller flagships, as Davis sees it, have a role to play in the market as destination brands. These airlines can promote local tourism by capitalizing on the unique cultural experiences of their countries. When these airlines extend their uniq
