Airberlin’s new service strategy: Engage with customers and employees.

“Our company strategy is clear,” said Stefan Pichler, CEO, airberlin. “We are a European multi-hub airline with four major advantages over our competition: We produce with lower unit costs than other network carriers, a lead we want to further extend by consistent revenue management; we have a strong touristic sales organization; we have an expandable position in strong catchment areas and we can count on our employees and their loyalty and excitement.”

Stefan Pichler commented on the carrier’s new strategy at ITB Berlin while revealing the first details of its 2015 and 2016 turnaround plan. The three-phase initiative involves:

• Analyzing and aligning management structures and processes including network planning, revenue management and sales
• Improving market segmentation and capacity adjustment where needed
• Extending airberlin’s footprint in Europe.

A new culture of communication is currently being established in the company, aimed at gathering all ideas and talents in order to drive the change.

The airline’s more customer-focused pricing concept involves broadening its fare structure for all short- and medium-haul routes beginning May 5. Airberlin will also debut Just Fly, an aggressively priced one-way fare with no baggage allowance. Eventually, the pricing strategy will comprise four categories: JustFly, FlyDeal, FlyClassic and FlyFlex+, each tailored to address customer feedback.

“The new fares are ideally adapted to key target groups and as a result will attract new passengers for airberlin,” said Pichler.