Talk of the aviation industry navigating a perfect storm is a bitter reality. The travel industry is facing increasingly enormous challenges due to the combined effects of the global economic crisis (with Europe as epicentre) and soaring fuel prices.
The turbulent times adversely impacted the bottom line of national carrier, Air Mauritius. To remain competitive, the airline has embarked on an ambitious seven-step plan to recovery and long-term sustainability. The plan aims to bring short-to-medium-term reclamation, through the launch of a new mission statement, new strategic role, and focused core objectives.
The first step of the new business model, network optimisation, has been implemented for the current financial year (01 April, 2012 – 31 March, 2013). The overall effect is a 3% increase in capacity, with a re-balancing of growth on short and medium haul flights - mainly around the Indian Ocean rim, as well as emerging markets.
With its increased capacity, Air Mauritius is soon to offer:
• 10 weekly Johannesburg flights: From 29 October, 2012, Air Mauritius will operate 10 weekly flights out of Johannesburg, and additional supplementary capacity during peak holiday season
• Increased frequencies direct from Cape Town to Mauritius: From 29 October, 2012, Cape Town flights’ capacity will also be simultaneous boosted with the addition of wide-bodied aircraft, and three flights direct to Mauritius, return, per week
• Seamless connections: Effective from 29 October, 2012, Air Mauritius will offer seamless connection to all destinations, beyond Mauritius. These include highly competitive rates offered via international routes including Australia, Malaysia, Singapore, London, Paris, India, China, Reunion, Kenya, and Madagascar.
The following destinations have been retained and will be reinforced: Paris, London, Mumbai, Delhi, Chennai, Bangalore, Kuala Lumpur, Singapore, Hong Kong, Shanghai, Perth, Johannesburg, Cape Town, Nairobi, Antananarivo, St Denis, St Pierre and Rodrigues.
“Our plan, which consists of recovery and game changer steps, is in motion. This year (2012/2013), we will add over 70,000 seats, while rebalancing growth to the Indian rim countries and Asia. We are also providing a wider choice and offering flexibility to our customers. It is our belief that Air Mauritius now boasts a far more attractive service offering, in-line with the worldwide travel trend,” says André Viljoen, Air Mauritius acting CEO.
Steps two through to seven, include reinvigorating the commercial aspects of the airline; relentless cost reduction and cash conservancy; monetising and selling of non-core assets; re-fleeting with new generation Airbus A350 or Boeing 787 aircraft; focus on service quality, and harnessing of human capital.
Along with its vision to become the leading airline to Mauritius, and the Indian Ocean, Air Mauritius remains committed to delivering sustained profitability in a socially responsible manner.
“We are incredibly excited to launch additional capacity from Johannesburg; increase frequencies direct from Cape Town, as well as offer seamless connections for business travel, as per the brand’s corporate value proposition, and beyond Mauritius travel strategy. Challenges provide opportunities, which we intend to seize, thereby opening a whole new world to our existing customer base, as well as new commercial and leisure consumers,” says Carla da Silva, regional manager for Southern Africa and Latin America at Air Mauritius.
Glass Slipper Communications
Mobile: 083 703 3750