Royal Jordanian homes in on strengths by decreasing long-haul and focusing on regional network

Royal Jordanian will never be comparable to Emirates, Etihad or Qatar Airways. The carrier has accepted that fact but only recently started to act strategically. This move has partially been driven by outside factors, such as the European economic crisis weakening the carrier's once core European network, and regional unrest that has decreased North American traffic to the Middle East.

Now Royal Jordanian is looking to grow around the Middle East and North Africa. In Jul-2013 it started its first routes in recent memory to sub-Saharan Africa, opening Accra and Lagos. Royal Jordanian has benefitted from a lack of European LCC presence in Jordan, despite an open skies agreement, and its North American position may be sustainable in the medium term as Emirates, Etihad and Qatar are still either ramping up their services or face traffic restrictions. All three carriers are tangoing with Royal Jordanian's anchor North American partner, American Airlines. In time, further soul searching will be in order.