6/18/2016

GUERRE DES PRIX ... DANS LES AIRS !

Les grandes compagnies aériennes du Sud-est asiatique sont confrontées à une guerre des prix ainsi qu’à une forte concurrence en provenance des compagnies low costs sur les trajets de moins de trois heures.


De plus, sur les routes Asie / Europe, les grandes compagnies comme Singapour Airlines, Garuda et la Thai se font tailler des croupières par les compagnies du Moyen-Orient comme Etihad, Saudi, Qatar Airways, etc.

Imaginons un vol de Manille à Ho Chi Minh, un vol d’une durée de deux heures, avec un retour le lendemain. Un vol normal via Philippines Airlines 181 USD, un vol via Cebu Pacific Air… moins de 100 USD, mais avec une promo moins de 80 USD et si vous vous y prenez bien à l’avance, le vol est pratiquement donné. 

Donc il ne faut pas se faire d’illusions, sur des vols courts comme Manille, Hong Kong / Hanoï / Ho Chi Minh / Kuala Lumpur / Phnom Penh, etc. les grandes compagnies vont avoir des difficultés à rester compétitives.

Il va leur falloir s’adapter ou disparaître.
Le nombre de passagers à transporter est en constante augmentation, mais la guerre des prix fait rage.



Locked in a war of attrition as competition drives fares down, Southeast Asian airlines urgently need to craft more sustainable strategies for growth in an increasingly crowded market.

Aggregate January-March revenue dropped 6.5% on the year to $5.64 billion at five Southeast Asian carriers on the Nikkei Asian Review's Asia 300 list, marking a fourth straight quarter of decline. Cebu Air, which operates Philippine budget carrier Cebu Pacific Air, and Malaysian rival AirAsia managed year-on-year sales growth. But sales fell at Thai Airways International, Garuda Indonesia and Singapore Airlines with the emergence of Middle Eastern players on European routes.

The yield, or revenue per passenger per kilometer, also points to a tougher environment. Even Cebu Air, which achieved sales growth by expanding service, suffered a 5% drop in yield.

All the carriers achieved significant growth in net profit except Garuda Indonesia, which was hit hard by exchange rate fluctuations. The quintet's combined net profit more than doubled on the year to $624 million -- the highest since comparable data first became available with the October-December quarter of 2010.


But this owed much to the windfall from cheap crude oil. Crude averaged about $45 a barrel over the first three months of 2016, about 40% less than a year earlier. Had fuel prices held steady, Thai Airways' net profit would have plunged 48% for January to March instead of jumping 32%.

Lower fuel costs could accelerate the downturn in fares, Singapore Airlines CEO Goh Choon Phong told reporters in May while announcing financial results for last fiscal year. There are concerns in the industry that carriers could take advantage of cheap crude oil in a race to the bottom on prices.

Southeast Asia still has room for growth. Air passenger traffic jumped 53% from 2010 and 2015 to 567 million and is expected to reach 608 million this year, according to Nomura Securities Malaysia. The four carriers besides Garuda Indonesia all logged year-on-year growth in passenger volumes in the January-March quarter.


Airlines are looking into new, less-established routes in a bid to get ahead without cutting fares. AirAsia launched in June direct flights from Bangkok and Kuala Lumpur to Tehran. It is also improving access between Malaysia and Chinese regional cities. Cebu Air is building up service between Davao and other Philippine cities to such international destinations as Bangkok and Hong Kong. Garuda Indonesia is expanding its fleet by 10 planes this year, with nine going to subsidiary Citilink for short-range flights between Indonesia's various islands.

Singapore Airlines began flying between its home country and the Indian cities of Chennai and Amritsar in May through its Scoot budget carrier, with plans to begin service to Jaipur in October. The company plans to increase Scoot's carrying capacity by 51% and to better integrate it with fellow budget carrier Tigerair, creating a model for medium-haul low-cost carriers.


Crude prices are headed back up, and airlines must devise new growth strategies fast, said Paul Yong of DBS. It is imperative for them to turn to a more efficient business model based on their strengths rather than continue their airfare price war.



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