Tiger Airways Australia CEO Rob Sharp revealed (03-Jul-2013) the LCC will be renamed Tigerair Australia and change its livery as part of a group-wide rebranding exercise aimed at better connecting with customers. Mr Sharp said: “Today’s news is much more than just a fresh coat of paint and a new logo, it is the start of the revival of our airline here in Australia and should be seen as reinforcement of our commitment towards continuous innovation and improvement,’’ Mr Sharp added, “ The strategic repositioning of the brand will assist us through a significant period of growth over the coming years.” Mr Sharp said the rebranding will also see a new website design, effective from 03-Jul-2013. Mr Sharp noted: “Tigerair is already heading in the right direction, however we have a long way to go. Our two key priorities now are to create a stronger operating platform that can deliver growth and to build a sustainable business that brings greater competition to the Australian budget carrier market.’’ The first rebranded A320 aircraft will operate to Alice Springs on 03-Jul-2013. [more - original PR 1] [more - original PR 2]
Tiger Airways Australia rebrands to Tigerair Australia
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The LCC initially added Melbourne to its network plan in 2015 after the Philippines and Australia forged an extended air services agreement. But Cebu Pacific subsequently decided to shelve plans to launch Melbourne, and has instead been using additional A330 capacity to expand in its domestic and regional international market.
Melbourne is now back on the agenda and is the next priority – leapfrogging Honolulu – for Cebu Pacific’s long haul operation. A new partnership with Melbourne-based Tigerair Australia is a key driver in making Manila-Melbourne a viable route, along with the anticipated rapid growth in Australian visitor numbers to the Philippines.
Tigerair Australia Part 2: LCC looks to Value Alliance to drive near-term growth opportunities
Tigerair Australia has no immediate plans for expanding its international operation, which launched with three routes to Bali in Mar-2016. However, the Virgin Australia LCC subsidiary plans to expand its international network virtually by linking up with partners from the newly formed Value Alliance.
The Bali operation has been relatively successful, despite the use of aircraft wet-leased from its full service, higher-cost parent. However, for now Tigerair Australia is focused on transferring the three Bali routes to its own fleet as part of a transition from A320s to 737s, rather than pursuing growth.
The Virgin Australia LCC subsidiary could potentially pursue international growth once it secures regulatory approvals to operate international services with its own operator’s certificate. Some domestic growth is also possible once it completes the transition from A320s to 737s in 2019.