We might as well say it straight away: the concept of "boutique airline - which implies a kind of exclusivity in the services or network offered - is not a creation stamped Gulf Air Many carriers are already positioning themselves in this marketing niche. In Asia, for example, regional carrier Thai Bangkok Airways was one of the pioneers in defining itself as a "boutique airline". The concept was launched almost a decade ago, highlighting the uniqueness of Bangkok Airways, particularly in contrast to the low-cost airlinesBangkok Airways also offers a network of exclusive destinations such as Luang Prabang in Laos, Samui, Trat and Lampang in Thailand, Phu Quoc in Vietnam and Nay Pyi Daw, the only daily international flight linking Bangkok to the administrative capital of Myanmar. Bangkok Airways also offers lounge area to all passengers at its main ports of call.
In France, The Company is also defined by its "boutique airline" concept, with its exclusive business class service on a single axis between Paris Orly and New York-Newark, to which will be added this spring a new line to Nice-Newark.
Gulf Air has joined the club of boutique airlines. In fact, the historic Gulf carrier has little choice. The rise of Emirates, Qatar Airways and Etihad was achieved at the expense of Gulf Air, which for several decades was the national airline of the United Arab Emirates, Oman, Qatar and Bahrain.
The only remaining shareholder is the Kingdom of Bahrain. Gulf Air has undergone a deep slimming cure between 2005 and 2010, closing eight out of 14 destinations in Europe and eight in the Far East. In Europe, Gulf Air still serves Athens, Frankfurt, Larnaca, London, Moscow and Paris. In the Far East, the only remaining cities are Bangkok and Manila.
But the Bahraini carrier's CEO now wants to reposition the company on a new market. Premium "boutique airline" nicheto capture a larger market top of the range. Le network is set to be even more extensive, a move that began two years ago. " Last year, we opened eight destinations, with a particular focus on the Indian and Saudi markets. This year, we expect to have a greater presence in India and Saudi Arabia.Europe "warns Fiona Chang, the company's Sales Director for France.
We are looking into the possibility of having a Boeing 787 in Paris on certain days to increase our capacity.
According to Gulf Air's CEO in an interview with Reuters, the airline is set to open eight more destinations and receive seven new aircraft including two Boeing 787s and five long-haul Airbus A320Neos. Last year the airline also received seven aircraft, including five Boeing 787s. " We are currently looking into the possibility of having a Boeing 787 over Paris to increase our capacitysays Fiona Chang. While Gulf Air has not yet announced the destinations it wishes to reopen in Europe, it is likely that Italy and the United States will be the most popular destinations. Amsterdam should be a priority.
In Asia, it is certain that Gulf Air will eventually have to land its aircraft in a third city in Asia.ASEAN (Singapore, Jakarta or Kuala Lumpur) and also to position itself on the China. In the past, Gulf Air served Hong Kong and Shanghai.
According to Kresimir Kucko, the company's CEO, the boutique airline concept will mean economy class configured with more space than its rivals and a product in ultra-luxury business class. The carrier already offers a seat-bed, including on its Airbus A320Neo aircraft, as well as an à la carte catering service with a chef on board. All that remains now is to improve passenger comfort in Bahrain. And there again, 2019 should mark a turning point with a new terminal at Bahrain International Airport, doubling capacity. This move will enable Gulf Air to increase its passenger numbers by 8% in 2019, i.e. 5.8 million passengers compared with 5.3 million in 2018.
