Even SWISS is not immune to the LCC offensive

SWISS International Air Lines has apparently decided to fully engage in a price war with easyJet try to gain back market share it has gradually lost to the LCC.

Switzerland's de facto flag carrier has started offering low-cost flights starting at CHF49 (EUR40/USD51) from Geneva to a number of popular destinations such as Madrid and Nice. Athens and Prague are to follow from mid-Sep-2012. The price offensive is a test phase and will run until 31-Dec-2012.

SWISS still holds a leading position at Zurich Airport, its home base, but the airline that prides itself on its high standards and an impeccable service approach has lost ground to LCCs, primarily easyJet, at the country's second largest airport Geneva. easyJet is also the largest operator at Basel/Mulhouse EuroAirport with a near 50% share of capacity expressed in seats and 40% of flight movements.

The decision by SWISS follows a survey among passengers revealing that they want the "most attractive prices" and more flexibility. SWISS' realisation is not surprising, to say the least, as passengers have been switching to no-frill carriers for short and medium-haul in Europe for more than a decade.