NIKI

airberlin joins oneworld alliance, but its full potential will not be immediately realised

The oneworld alliance on 20-Mar-2012 is welcoming airberlin as its 11th member, but the carrier's full potential will not be immediately realised.

airberlin's advantage is a continental European base, which oneworld lacks and barely had prior to the Feb-2012 collapse of Hungary's Malev. But the hub can only be utilised if oneworld carriers serve it, and so far they have been coy about adding services, preferring instead the country's –  and one of the world's – leading financial centres, Frankfurt, much to the disappointment of airberlin.

From airberlin's accession, oneworld will gain market share, but not only are SkyTeam and Star Alliance expanding as well, they are adding members in key growth markets. airberlin this week brings 38 new destinations to oneworld's network, although they are primarily leisure points and not the corporate destinations that bolster airline yields. The airline has evolved, with additional costs, from a low-cost carrier to a hybrid one targeting the corporate sector, but has yet to see a yield uptick.

Changes - and perhaps conflict - ahead for Austrian Airlines as it seeks a return to profitability

Austrian Airlines is facing a testing period after posting operating losses of well over EUR100 million (USD129 million) over the past two years. The carrier, under the leadership of new CEO Jaan Albrecht, is aiming to return to profitability in 2012 but significant changes will have to occur for this to become a reality. Austrian has stated that it suffers from multiple historical structural disadvantages, forcing it to implement a restructuring programme to stabilise the carrier and ensure its future “once and for all”. But rumblings from staff suggest this might not be plain sailing.

Cost reductions reaching EUR200 million (USD255 million) in 2012 are going to be key factors in the airline’s mission to return to the black. This year will also see continued uncertainty in the airline’s focus markets, with the crisis in the Eurozone and increased expenses resulting from the European Union’s Emissions Trading Scheme likely to affect plans at the carrier.

Airlines: surviving in a changing world. CAPA's Hottest Airlines to Watch in 2011

As the international airline industry evolves from a heavily protected, government-run activity into a commercial hybrid, individual airlines are confronted by massive challenges, each of them unique to the company concerned. At the same time, the industry overall remains constantly at risk from any number of external threats.

Morphing global airline alliances: Is Air Berlin good for oneworld?

"Aer Lingus announced in May its intention to leave oneworld as its strategy has changed fundamentally since it joined the alliance six years ago and is no longer convergent with oneworld's. The alliance's key target market is the multi-sector, premium, frequent international traveller, and Aer Lingus has repositioned itself as a low fares point-to-point carrier" - oneworld Press Release, 29 September 2006. - Ah, the good old days of 2006, when alliances were composed of mature legacy carriers that offered all the traditional benefits and perks. Aer Lingus, in its remake for survival, decided to try a different operating model and was, like an unruly country club member, asked to leave.