Alitalia's "new" strategy realigns it to feed Etihad, but needs to change loss-making mindset

Alitalia has announced a new strategy to accompany its newest incarnation, following Etihad Airways' acquisition of a 49% stake in the Italian airline from 1-Jan-2015. The strategy includes the aim to return the company to profit in 2017, after a long period of losses. The five main elements of Alitalia's strategy focus on the network, cooperation with partner airlines, the fleet, "guest services" and the brand.

Alitalia's statement does not contain much of consequence that has not previously been flagged. Rather, it reiterates adjustments to its network designed to complement that of Etihad.

There will be less direct flying to Africa, a little more to Asia and a lot more to the Middle East to feed Etihad's hub. Alitalia will also increase its operations in the Americas and in Europe, where Etihad's own presence is smaller.

The crucial question that the statement does not address is how Alitalia will go about changing the mindset, developed over many years, that regards perpetual losses as the norm. Even if the necessary cuts can be achieved, such an entrenched culture is not easily redirected. Yet, for Alitalia, this is surely the last throw of the dice.