European airlines: 'same brand, different operator' model is growing
Recent years have seen the proliferation of the multi-platform approach by European airline groups to managing a single airline brand. This is not a new model, but it seems to have become more widely adopted. This includes single brand airline groups with multiple operating subsidiaries and single brands within multi brand groups that spread the operation of the brand across more than one platform.
Leading examples of this include Norwegian, Eurowings and LEVEL. There are a number of reasons for following this trend, with each airline or group having a different motivation.
Circumventing restrictions on traffic rights; gaining access to lower labour costs; accelerating the growth of the brand; creating alternative growth platforms; minimising aircraft operating costs and coping with cultural issues within a group have all led to airlines using a range of production platforms to operate a single brand. Brexit has added another reason, specifically for airlines such as Ryanair, Wizz Air and easyJet.
This report looks at some examples of the multi-platform approach by European airline brands and the reasons for doing so.
Become a CAPA Member to access Analysis Reports
Our Analysis Reports are only available to CAPA Members. CAPA Membership provides exclusive access to in-depth insights on the latest developments in the aviation and travel industry, developed by our team of dedicated analysts located in Europe, North America, Asia and Australia.
Each report offers a fresh perspective on the latest industry trends and is available online or via the CAPA mobile app, with customisable alerts to help you stay informed and identify new business opportunities.
CAPA Membership also provides access to our full suite of tools, including a tailored selection of more than 400 News Briefs every weekday and comprehensive data and analysis on thousands of companies around the world.