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The Evolution of Low Cost Carriers in Australia See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/269990786 The evolution of low cost carriers in Australia Article in Aviation · December 2014 DOI: 10.3846/16487788.2014.987485 CITATIONS READS 9 3,027 3 authors: Panarat Srisaeng Glenn Baxter RMIT University Suan Dusit Rajabhat University 23 PUBLICATIONS 139 CITATIONS 53 PUBLICATIONS 368 CITATIONS SEE PROFILE SEE PROFILE Graham Wild UNSW Sydney 127 PUBLICATIONS 1,058 CITATIONS SEE PROFILE Some of the authors of this publication are also working on these related projects: Aviation Safety - Airworthiness View project Spaceport Potential Location in Australia View project All content following this page was uploaded by Glenn Baxter on 24 May 2018. The user has requested enhancement of the downloaded file. This is an Accepted Manuscript of an article published by Taylor & Francis Group in Aviation on 10/10/2014, available online https://doi.org/10.3846/16487788.2014.987485 THE EVOLUTION OF LOW COST CARRIERS IN AUSTRALIA. Panarat Srisaeng, Glenn S. Baxter, Graham Wild School of Aerospace, Mechanical and Manufacturing Engineering, RMIT University, Melbourne, Australia 3001 E-mail: s3125221@student. rmit.edu.au 1 (corresponding author);[email protected]; [email protected] Received dates: Abstract. Due to the vast distances across the country as well as between urban centres, Australia is heavily reliant upon its air transport industry. Following deregulation of Australia’s domestic air travel market on the 30th October 1990, low cost carriers have entered the market. Australia’s LCC market has had three discrete phases. The first wave occurred between 1990 and 1993 and was subsequently followed by a duopoly period from 1994-1999. The second wave occurred between 2000 and 2006 and the final wave has been in the post-2006 period. This paper examines the evolution of Australia’s domestic low cost carrier airline market and finds that by 2010, low cost carriers had captured around 64 per cent of the market. Following the evolution of the Virgin Australia business model from a low cost carrier to a full service network carrier, commencing in 2011, the low cost carrier’s market share has declined significantly and is now around 31 per cent. Jetstar and Tiger Airways are the two major carriers presently operating in this market segment. Keywords: Australia, airlines, business model, aviation policy, low-cost carriers 1. Introduction This paper examines the evolution of LCCs in The vast size of the Australian continent, the country’s Australia’s domestic air travel market. The paper is varied and rugged topography, and scattered population structured as follows: Section 2 presents the low cost present significant transport (and communication) carrier business model. Section 3 reviews the evolution challenges. Due to the vast distances across the country of Australia’s domestic airline policy. Section 4 as well as between urban centres, Australia is heavily examines the development of Australia’s low cost reliant upon its air transport industry (Nolan 1996). carriers and Section 5 provides concluding remarks on Australia's airline industry was born on connecting the research findings. regional communities to the country’s major cities (Baker, Donnet 2012). Also, Australia’s air transport 2. Low cost carrier business model industry was historically tightly controlled by the A low cost carrier is an airline that offers low air fares government. In 1990 the Australian government but eliminates all unnecessary services (Doganis 2006). commenced the deregulation of the country’s domestic The LCC business model is very simple: operate at the airline market process, permitting private competition, lowest possible cost and sell seats at low rates such that and privatising its interests in existing airlines (Nolan they stimulate demand and achieve high load factors 1996). The government terminated the “Two Airline (Fernie 2011). Policy”, which had maintained a highly regulated LCCs focus on cost reduction in order to implement duopoly in domestic interstate air transport, and a price leadership strategy in the markets which they permitted other airlines to compete with the established serve (Vidović et al. 2013). An airline’s fleet size and carriers in Australia’s domestic airline market (Forsyth fleet structure have a substantial impact on its operating 2003; Nolan 1996). costs (Klophaus et al. 2012). LCCs costs are therefore Since the industry was deregulated, a number of minimized by operating a single-type aircraft fleet (Koch low cost carriers (hereafter LCCs) have entered the 2010). The use of a young and homogenous fleet of medium-sized aircraft (usually Boeing 737-700/800 or Australian domestic air travel market – Impulse Airlines, 1 Compass Airlines, both of whom subsequently collapsed, Airbus 320 aircraft) normally results in a reduction of Jetstar Airways, Tiger Airways and Virgin Australia, fuel, maintenance, staff costs and – if large orders at though since 2011 the latter has moved to a full service discounted prices are placed – capital costs (Ehmer et al. network carrier (FSNC) business model. The original 2008). According to Alamdari and Fagan (2005), fleet LCC business model was pioneered by US-based commonality provides greater flexibility for cockpit and Southwest Airlines in 1971 (Daraban 2012) and it is still cabin crews, standardises the requirement for ground widely used around the world today (Alamdari, Fagan equipment, leads to lower maintenance costs, and 2005; de Wit, Zuidberg 2012). LCCs are often regarded reduces training requirements and costs. Only variable as one of the most successful business concepts that have in-flight seating costs (and some fuel costs) increase happened within contemporary travel. The astute when more passengers are carried. LCCs unit costs are business model of offering significantly lower prices by also reduced by selling tickets online and by eliminating all the extras in a short-haul flight, together with innovative cost-cutting measures, was successful in 1 the USA as early as 1973 when Southwest Airlines Airbus, for instance, offers the single-aisle A320 family compromising the A318, A319, A320 and A321 aircraft. These operated its first low-cost flight (Kua, Baum 2004). aircraft share the same pilot type rating, enabling flight crews to fly any of them with a single license endorsement (Klophaus et al. 2012). This is an Accepted Manuscript of an article published by Taylor & Francis Group in Aviation on 10/10/2014, available online https://doi.org/10.3846/16487788.2014.987485 implementing a high density seating configuration and rapid ground handling turnaround times (Goh 2005; (Doganis 2006). High-density seating leads to lower unit Thanasupsin et al. 2010), which are very often less than costs, as fixed costs can be attributed to more seats and 20 minutes in duration (Bieger, Agosti 2005). passengers (Fernie 2011). LCCs often eliminate all kinds Furthermore, LCC’s often use a “free seating” policy, of free in-flight services, such as in-flight entertainment since it encourages passengers to board quickly and thus (IFE) and free meals in order to minimise their costs helps them to avoid flight delays (Ehmer et al. 2008). (Doganis 2006; Homsombat et al. 2014). Notwithstanding, even if secondary airports have The LCCs often operate services from secondary dominated the LCCs route network strategies, in recent airports (Chang, Hung 2013; Francis et al. 2006). LCCs years primary airports have slowly entered into their often commence their services from secondary airports, route systems. Thus, many LCCs have now tendered to which are normally located farther from the main urban adopt a mixed airport strategy. Operations are often area than primary airports. Strategically LCCs are generally based at prime hubs. From these hubs, these endeavouring to broaden their traffic catchment area and carriers primarily serve secondary airports (Alamdari, increase their market shares by offering flights at lower Fagan 2005). air fares (de Wit, Zuidberg 2012). Apart from the lack of LCCs are also able to reduce costs by avoiding congestion at smaller airports, secondary airports usually airports that have expensive ground facility rents. LCCs charge lower fees than the more established airports and, often use older, less expensive terminal facilities, and, where permitted, are more willing to co-finance the most importantly, optimise their space more intensively promotion of new routes. Using secondary airports not so that they require less. LCCs also pay attention to their only reduces costs but actually enhances LCCs customers’ car parking costs and other associated airport competitive advantage in several aspects. Firstly, using fees (de Neufville 2006). secondary airports overcomes slot availability problems The LCC business model is also often based around allowing LCCs to design flight schedules that maximize very short distance, point-to-point sectors (Alamdari, fleet utilization (Barbot 2006). Nevertheless, lower air Fagan 2005), allowing a high number of daily flight fares are crucial, however, because the accessibility to frequencies in each direction (Koch 2010). By and from these often quite remote, secondary airports can significantly reducing costs and air fares, the LCCs have be quite time consuming for passengers, which may successfully opened up a much broader range of point-to- make the LCC services quite unattractive to time- point services, many not served
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