Norwegian has each year eaten in on SAS ‘leadership position in the Norwegian market and has been on steady course towards the throne as the largest airline in this country.
Until last year.
When lost Kjos lot of buoyancy, and his company losing heavily terrain via a vis SAS.
Figures Avinor has prepared for Aftenposten illustrates recovery SAS: While English had a passenger growth last year at 335,000 travelers on Norwegian airports, were SAS ‘growth was at a scant 1 million.
With a growth rate of more than one million travelers have SAS increased its lead to its toughest competitor and now has 3.1 million more passengers than English at Norwegian airports. The distance between the two competitors have not been increased since 2009.
SAS: – Wages for hard work
– This growth comes after many years of systematic hard work to improve the product and service while we must be sure to curb inflation tickets. It pleases us extra much is that we see that we have a large increase among those who travel a lot and who often buy the most expensive tickets. We have an increase in this sector by 23 per cent last year, says CIO at SAS, Knut Morten Johansen.
Can compete with all funds
He believes explanation of the company’s major growth is that SAS has had the opportunity to compete on the entire product range. Norwegian authorities abolished in 2013 ban on earning bonus points on Norwegian domestic to vehement protest from English.
– With the reintroduction of bonus points inland, we have been able to sharpen the offer against the increasing proportion requiring efficient travel, says Johansen.
English: – Not aiming to become larger than SAS
Information Manager Lasse Sandakerveien-Nielsen says that Norwegians goal not to be greater than SAS in Norway, but to grow internationally.
– In Scandinavia route network for passengers among the best in the world and it goes without saying that with a relatively small population, growth opportunities limited. Therefore, we must establish ourselves and build us strong in markets outside Scandinavia, for example in the UK, USA, Spain and Thailand, says Sandakerveien-Nielsen.
He also points reintroduction of bonus points in Norway as another explanation that English is lagging behind.
– The results we see now. When bonus on domestic was reintroduced reduced airlines flight number back to 2013 levels. Both we and the Consumer Council warned that domestic supply in Norway could be reduced if the bonus was reinstated, says Sandakerveien-Nielsen.
TOI: – More exciting outside Norway
At Transportøknonomisk Department is not surprised that English is stagnating in the Norwegian market:
– Competition for Norwegians ticket money has been hard for many years between SAS and Norwegian, and what we see now is probably most of all a result of Norwegian’s stated strategy To facilitate growth more towards new markets. Kjos think enough that the most important in Norway now is to fill up the current capacity with passengers, while there are new markets that lures more and which has a far greater potential. In many of the new markets, such as England and Spain, is English today a small player and thus has significant growth opportunities, says researcher Harald Thune Larsen.
He also believes that the reintroduction of bonus points on the Norwegian market have helped SAS, but only to a limited extent.
kem@aftenposten.no
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