Airberlin launches a customer- and employee-centered service strategy.
“Our company strategy is clear,” said Stefan Pichler, CEO of airberlin. “We operate as a European multi-hub airline and compete with four distinct advantages: lower unit costs than other network carriers, a position we will strengthen through disciplined revenue management; a strong touristic sales organization; growing presence in high-demand catchment areas; and the commitment and enthusiasm of our employees.”
Pichler outlined the carrier’s refreshed strategy at ITB Berlin while presenting initial elements of a 2015–2016 turnaround plan. The initiative unfolds in three phases:
- Reviewing and aligning management structures and processes, including network planning, revenue management and sales
- Refining market segmentation and adjusting capacity where necessary
- Expanding airberlin’s footprint across Europe
The company is also fostering a new culture of communication designed to collect ideas and harness employee talent to support the transformation.
On the commercial side, airberlin is introducing a more customer-focused pricing approach. From May 5, the fare structure for short- and medium-haul routes will be broadened to offer clearer options for different traveler needs. The airline will introduce Just Fly, a competitively priced one-way fare without checked baggage allowance. Over time the pricing lineup will include four categories—JustFly, FlyDeal, FlyClassic and FlyFlex+—to reflect passenger preferences and feedback.
“These new fares are aligned with key target groups and are expected to attract new passengers to airberlin,” Pichler said.