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What are the distribution secrets of ‘Worlds Leading New Airline’?

A string of accolades including ‘New Airline of the Year’, ‘Asia’s Leading Budget Airline’, ‘Best New Service’ and ‘Best Business Class Carrier’ (both low cost) has put a proverbial spring in the step of Oasis Hong Kong Airlines (OHKA). But it has been the most recent winning of the ‘World’s Leading New Airline’ prize at the World Travel Awards that has iced their already substantial cake.

A pioneering airline in the low cost long haul market and brainchild of CEO Stephen Miller, OHKA has taken huge strides since its maiden flight just over a year ago. The contentious opinions about whether a long haul low cost model would be financially sustainable have somewhat subsided, and competition has begun to arise most notably in the form of Air Asia X.

The distribution strategy of most low cost airlines is a distinct model, classically preferring to ignore third party distributors and the associated commissions to maintain their low fares. Experiencing an average load factor of 95% in its first year, and needing just 75% to break even, OHKA have quite clearly managed their distribution strategy perfectly.

A low cost long haul airline must ensure that its product maintains a very high standard due to certain stigmas that are often associated with the tag ‘low cost’. The right mix of a quality product and a sound distribution and marketing strategy has contributed to the recent praise bestowed upon OHKA. Further reinforcing this is the expectation that OHKA will break even in the first half of 2008, a feat that rival budget airline Dragonair only achieved after 5 years in operation.

Early signs suggest the sky is quite literally the limit for Oasis Hong Kong Airlines.

Hear discussion from Oasis Hong Kong Airlines Head of International Distribution, Lesley Hagan, at the Travel Distribution Summit Asia 2008 – Singapore, March 18-19th Other airlines speaking include Air Asia X, Cathay Pacific, Virgin Blue, Air Deccan, Jetstar Asia, Jet Airways, Northwest Airlines

TravelDailyNews International is the Media Supporter of the event.

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