Air Berlin presents first details of the turnaround plan

Stefan Pichler (left), CEO airberlin, and Aage Dünhaupt, Senior VC Communications (© O. Pritzkow)
Stefan Pichler (left), CEO airberlin, and Aage Dünhaupt, Senior VC Communications (© O. Pritzkow)

For the first time, the new Chief Executive Officer (CEO) Stefan Pichler presented his ideas for airberlin group’s new strategic direction.

“Our company strategy is clear: we are a European multi-hub airline with four major advantages over our competition: we produce with lower unit costs than other network carriers, a lead we want to further extend by consistent revenue management; we have a strong touristic sales organisation; we have an expandable position in strong catchment areas and we can count on our employees and their loyalty and excitement”, said Stefan Pichler on Tuesday at the opening of the traditional press conference on the day before the International Travel Trade Show (ITB) in Berlin.

Stefan Pichler presented first details of the 2015 and 2016 turnaround plan. It will be implemented in three phases: in the first phase the management structures and processes will be analysed and aligned. Significant improvements are expected in network planning, revenue management and sales. The second phase will follow with improved market segmentation and capacity adjustment where needed. These two phases will need to be completed by spring 2016 in order to regain profitability. This would lead into the third phase, due to start in April 2016 and first steps to extend airberlin’s footprint in Europe.

The new pricing concept is more customer-focused – a sneak preview for the ITB
After extensive market analysis, airberlin is broadening its fare structure for all short and medium haul routes from 5th May, 2015. One innovation is the introduction of “JustFly”, a one-way fare with no baggage allowance, at a much more aggressive price point. In future the concept will comprise four prices: JustFly, FlyDeal, FlyClassic and FlyFlex+, which are tailored even more closely to customer’s wishes and needs. The attractive JustFly fare can be booked for as little as 44 euros one-way. The price does not include a baggage allowance but is offered with a high level of availability.

Air Berlin

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