Air Transport World

Braniff is back in the air.

Dallas/Ft. Worth--CAn Braniff pull it off?

The task of returning to service after 21-1/2 months of bankruptcy is formidable. The latent distrust of a company that left travelers and creditors stranded remains. The competitive changes in the interim have left the company at a disadvantage.

Yet, there are a lot of people betting their futures on the new Braniff. Foremost is Jay Pritzker, chairman of Hyatt, who has staked his family's dollars (ATW, 10/83) and its reputation for business acumen on bringing Braniff back to life. Running a close second are the 2,200 employes who took sizable pay cuts to work for a 30-plane, 19-city airline that is a shadow of its bankrupt predecessor.

All the new president, William Slattery, wants is a chance. "Our major task is to get a trial," he told ATW at midday on March 1, Braniff's first day back in business. With that trial, he figures, the airline can wipe out the bad taste left in some people's mouths, and more importantly, give Braniff an opportunity to show how its product is different from other services pitched at the suddendly popular business market.

And make no mistake, Braniff wants the business passenger. According to a prospectus filed for a common stock issue, Braniff has "a marketing plan based on the belief that full-fare passengers should be afforded a distinctive and generally better level of service than that afforded to passengers paying discount or promotional fares."

That service is "business cabin," divided from the discount section by a curtain that is moved in either direction at the overnight station based on next-day reservations. …

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