British Airways franchisee GB Airways is adjusting its strategy in reaction to the onslaught of low-cost airlines. The move could see the London Gatwick-based carrier revise its Airbus order to take extra A321s instead of smaller A320s.
GB operates a scheduled network to 21 destinations in the western Mediterranean and North Africa from Gatwick and Heathrow, and has an eight-year franchise deal with BA. GB operates mainly in the low-fare leisure sector, but claims a "high service standard" with a two-class product.
"Last year we suffered as we felt the full brunt of the low-fare competition," says managing director John Patterson. "We can't chase down those airlines and lower our standards, so we'll exploit the longer three to four hour sector routes where passengers expect a good level of service." The plan will see GB grow service to Morocco, Tunisia and the Canary Islands.
GB has just taken the first two of three ordered 189-seat A321s. It also has a single 156-seat A320 in service, with six on order, but may change the order mix to five of each type in an effort to boost capacity. A decision is due by the year-end. The Airbus twinjets will replace GB's seven Boeing 737-300/400s.
GB had aimed to grow by taking over BA routes after an anticipated shake-out of the major's European network, but Patterson says this is no longer central to his strategy.
Source: Flight International
