Northstar

FEATURE www.travelweeklyweb.com Trends, strategies and competitions It boils down to the survival of the fittest when it comes to the aviation scene. The airline business is a robust risk, given how the industry is constantly changing, with some caving in against their favour. At a conference earlier this year, Duncan Bureau, senior vice-president, Sales & Distribution for Malaysia Airlines pointed out a list of airlines that have failed to sustain over the years. The list, alphabetically arranged contained both familiar names such as Pan Am, as well as names that are foreign and unbeknownst to many, which proved a point: these airlines did not manage to sustain long enough for extensive reach and brand recall. What are the right ingredients that contribute to the health of an airline business and its sustainability? This issue, we look at the trends that airlines are adopting, profits, strategies and challenges as well as the future ahead of the current competitions that we can expect from the aviation scene. Turn it on It started as a trend that has transformed into a need for places of travel, be it in the airport or hotels, to provide the very basic 4 | ■ TRAVELWEEKLY ASIA | MARCH 2013 foundation of allowing travellers, the ease of getting connected. And now, the travel industry is taking it to another higher level – literally. The thought of having internet access while on board was once impossible. Would it not intervene with the aircraft signals? Will it pose as a cyber threat? How will it work on air? Among the first few airlines that have paved the way to provide Wi-fi on board are American Airlines, Delta Airlines and Virgin America. Last year, Etihad Airways announced the introduction of Wi-Fly on board its aircraft, using a high-speed internet access, similar to the ones available on ground. James Hogan, Etihad Airways president and chief executive officer, said: "'Etihad Wi- Fly' is a result of the 10-year, US$1 billion agreement we signed with Panasonic Avionics in November 2011. We continue to invest in our product and consider ways to offer our guests the most engaging and dynamic in-flight entertainment options. The broadband Internet is highspeed, in line with what our guests would experience at home or at work, so we believe this will be hugely popular. "By the end of Q1 2013, we will have 10 'Etihad Wi-Fly'-equipped aircraft, and I am pleased to announce that by the end of 2014, every single Etihad Airways aircraft will be equipped for in-flight connectivity." But the Wi-fi concept may not be a joyride to all airlines. Qantas has axed its plans on introducing in-flight Wi-fi after its trial run on its A380s, operating to Los Angeles and London that showed a lukewarm response to the service offered. However, it remains focused on providing the Q Streaming – a wireless in-flight entertainment that, is streamed directly to the iPads made available for guests on board its B767 aircraft. Passengers will have access to some 200 hours of content – all these, streamed from a server on board. The Australian national carrier has also engaged the help of PC Locs which have refitted the airline's galley carts (yes, the ones that house your meals on board), and turned them into an iPad charging cart. In addition www.travelweeklyweb.com

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