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With Lamezia in Italy, Transavia opens its 100th destination from Paris

2022-02-22T06:15:59.055Z


In just a few years, the Air France subsidiary has risen to the forefront of low-cost airlines departing from Paris; in the summer of 2022, it will carry 12 million passengers! Back on a success not necessarily announced.


In 2000, KLM had been a forerunner by creating "Buzz", one of the first low cost in Europe.

We were then only at the beginning of the tremendous development of companies of this kind in Europe.

Three years later, the Dutch company sold it to Ryanair, a choice it would bitterly regret.

It had nevertheless kept an asset in its game: a majority stake in a company essentially oriented towards charter named Transavia.

In 2005, KLM decided to acquire the entire capital of the latter, before merging Transavia with Basiq Air, a local low cost.

Thus began the

success story

of Transavia.

The management of Air France at the time failed to see the enthusiasm of passengers for this model.

In 1990, hadn't the tricolor airline bought out the former Air Inter in order to integrate it, in pain, by changing everything in this company that justified its slogan of "

easy plane

»?

This is how she found herself without a lower cost offer from Orly, and that she had her croupiers cut by newcomers like easyJet.

When she recognized her disability, she decided to draw inspiration from the Dutch success of Transavia and its formula, which consists of using the same fleet of planes - Boeing 737s - flying more than 12 hours a day, tickets sold on the internet only, and very low call prices (even if sometimes illusory) to which must be added the multiple paid options: luggage, seats, skip-the-line...

Read alsoTransavia: flights, ticket prices, reimbursement… All about the airline

Leisure customers and sunny destinations

In 2007, Transavia France made its first flight from Orly to Porto.

Destination which is today with Marrakech and Montpellier its busiest line.

How, in ten years, has Transavia managed to become the most important low cost at Orly?

First of all by opting for “

sun

” destinations and a more leisurely clientele.

Thus, some stopovers are only served once or twice a week.

But as soon as demand increases, the flexibility of this company makes it possible to increase the frequency of flights.

For example, it has relied heavily on the Greek islands, where it serves around fifteen airports: Kos, Mykonos, Zakynthos, Skiathos, etc.

Read alsoComplete guide to the Cyclades, everything you need to know so as not to miss anything

These destinations have been very successful.

Or the Canary Islands with Tenerife, Fuerteventura, Lanzarote, Las Palmas.

Transavia has also worked to balance its network to all Mediterranean countries, which protects it from uncertainties, such as health risks.

This is called risk diversification

,” explains Nicolas Henin, its deputy general manager in charge of sales.

Competition between airports, which are reducing their operating prices in order to attract airlines, also works in favor of Transavia, as does the support of local tourist offices, which highlight the air links from which their sites benefit.

Finally, Transavia stands out from “

hard low cost

” like Ryanair by maintaining a certain quality threshold.

No competition

This strategy has earned it a notoriety, the virtuous effect of which is to reduce marketing costs as soon as flows exceed a certain volume.

To choose its destinations and their potential, Transavia, like the other companies, uses all the existing data, but it also takes into account the destinations where the competition is absent.

A real watch work

adds Nicolas Henin.

Transavia thus operates 39 lines exclusively from Orly.

Its leaders remain just as attentive to lines operated from abroad and very little served by France.

This is how it opened a line to Larnaca, on the southern coast of Cyprus, very busy from other European countries.

To serve its 100 destinations, the low-cost airline will operate 763 flights per week this summer with a fleet of 61 Boeing 737s which will, over time, be replaced by Airbus A320s and A321s for better passenger comfort and above all much more spaces for cabin baggage.

Read alsoTrain and plane tickets: favorable cancellation conditions, but until when?

ON VIDEO

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All news articles on 2022-02-22

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