The Burgeoning Battle for Travellers to Central and Eastern Europe:Global Advertising Strategies, Inc.November 29, 2004 48 Pages - SKU: GLA1066426 |
Countries covered: Europe
U.S. airlines are reducing capacity on their domestic flight menus and giving it to their international menus - a trend showing that the many U.S. airlines on the verge of bankruptcy have no choice but to compete internationally. Many are strengthening their position in the international market by becoming members of airline alliances such as SkyTeam, OneWorld, and Star. These alliances are stimulating such effective partnerships between U.S. airlines and CEE airlines that those not in an alliance are at a significant disadvantage. Demographic data shows that the populations of ethnic groups such as Polish-, Ukrainian- and Russian- Americans are growing, and their spending power is increasing. This makes travel to their native countries, and sponsoring relatives to visit the United States, regular expenditures. The leisure market for American travelers is growing, as well as their interest to travel to unique places in the CEE region. One prominent airline analyst even forecasts that the “greatest growth will come from Russia and Eastern Europe as the region becomes a business and vacation mecca.”1 Given these trends, Central and Eastern Europe appears to be an unexploited market that U.S. airlines might look to tap as they expand international routes. Some U.S. carriers are paying attention: in October many of them began announcing nonstop flights to locations in Europe. Among the most curious news is that Continental will begin daily direct flights from Newark to Moscow's newly-renovated Domodedovo airport in May. This development will likely pose a new challenge to Aeroflot and Delta, which have dominated U.S.-Russia nonstop travel with their code-sharing of the New York-Moscow Sheremetyevo route. In 2005 we predict that more U.S. airlines will turn their sights to the CEE as a region for strategic expansion. What will this mean for CEE airlines such as Ukraine's AeroSvit, Hungary's Malév, and the Czech Republic's CSA, all of which currently enjoy complete domination over non-stop flights from the United States to their respective countries? For members of alliances, U.S. airlines' redirected attention on the overseas market is a good thing because those U.S. partners will feed more traffic to hubs in the U.S. to fly to destinations in Central and Eastern Europe. The burgeoning battle for the overseas flight market is increasingly being fought through alliances. Hence those airlines that have not yet solidified membership in alliances are at a disadvantage as they assert their share of CEE travelers. 1 Vaughn Cordle, “Less Will Continue to Be More; Like the Pterodactyls, 'Adapt or Perish' is the Likely Scenario for Bloated Players in the Airline Industry Today,” Aviation Week & Space Technology, December 15, 2003. |
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