Air Transport World

Transavia prepares for the future.

Transavia prepares for future with move into scheduled service

During its 20 years of existence, Transavia has always specialized in the charter and aircraft-leasing sectors, and so a recent move into scheduled service was a big and significant step for the Dutch carrier.

It made the move, with all its attendant investment and risk, because Peter J. Legro, its president and CEO, backed by Royal Nedlloyd, the shipping group that is 100% owner of Transavia, identified two important European aviation trends.

These were: (1) liberalization in Europe is gaining pace, with the target established by the European Economic Community of allowing all member country airlines to fly where they like by 1992. Legro told ATW here, "We need the experience, and you do not wait until the end of 1991'; (2) because of rising living standards, more and more Europeans are owning or renting vacation places around the Mediterranean and want the facility to fly to them on a "seat-only' basis rather than use traditional package-holiday charter flights. Legro sees the major European airlines already moving in on this market.

"There is growing momentum in the rate at which standardized package tours are being traded in for tailor-made tours,' he told ATW. Leisure is becoming the new credo. Automation and robotics will see to it that the customer has more and more spare time, and the cycle will lead to an increase in demand for more individualized holidays.

"Were Transavia to ignore this signal, it would put itself out of business in the long term. These new socio-cultural trends mean that getting more licenses for regular services to be able to meet customer requirements is simply a question of survival for Transavia. …

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