Gulf Air gains share of European market

While the battle of the shorthaul may be won on price, customer service is still the winner in the longhaul market, says Gulf Air.

The carrier posted its best results for four years in 2003 when it reduced its losses by over half to $52.8 million. In fact the achievement won it the Centre for Asia Pacific Aviation (CAPA) Airline Turnaround of the Year award 2003.

Gulf Air’s European traffic improved significantly in 2003 with a 17% increase against an overall passenger increase of 11%. European premium traffic has surpassed this by increasing 30% in 2003.

Speaking to TravelMole at a press conference this week Gulf Air president and chief executive James Hogan said the airline’s success has been down to initiatives like Sky Chefs and the Norland Nannies-trained Sky Nannies, which have promoted the airline. He said: “The chefs have been a real winner. We’ve had good feedback from customers about them and about the nannies. It has got people talking about Gulf Air.”

Mr Hogan said the airline now has 110 Sky Chefs – 40% are French. They train first as cabin crew and then go through the normal culinary training. “Some come from well known restaurants like Mosimans”, said Mr Hogan. Chefs are also available on the ground, so premium passengers can choose to take their meal in the lounge before flying.

The Sky Nannies are available to help passengers travelling with children in any class. Mr Hogan said: “They hand out inflight packs but also work the cabin throughout the flight to see what they can do to help keep children happy and quiet.”

According to Gulf Air spokesman, Ray Eglington, Gulf Air undertook some research which showed that passengers find loud children the most irritating factor on flights. “The nannies not only help the passengers travelling with children, but make the flight easier for everyone else”, he said.

Other service improvements enjoyed by premium passengers are new lounges. Gulf Air opened a vast lounge in Bahrain and is opening one for London at the end of July. Mr Hogan says there are also cabin refits planned for later this year and a relaunch of the first class product will be made at the start of next year.

Speaking at the press conference, Mr Hogan said that rising oil prices would continue to be the main issue for all airlines this year. He said Gulf Air would introduce fuel surcharges in markets where the national carrier had done so.