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Cover Story
港航空市場醞釀變天 平價機票吸客引發競爭
04 Nov 2014
HK Express 副行政總裁Andrew Cowen說,公司業務既在短時間內翻一番,當無懼競爭,繼續積極擴充。
過去一年,HK Express 經常推出平價機票吸客,至今已乘載過百萬名旅客遨遊亞洲。
首家以香港為基地的廉價航空公司HK Express,自去年十月啟航後,不時以平價機票吸客,令本港航空市場迅速變天,大型航空公司亦紛紛加入割價戰抗衡。審視過去一年的成績表,HK Express副行政總裁Andrew Cowen認為,這麼短時間內公司業務雖已翻一番,但不敢說是做到最完美,更明言無懼競爭,將繼續積極擴充。
一年前,五個航點、五架飛機,HK Express就這樣開始起家。去年九月正式開售機票,短短一個月,已有逾十萬名旅客搶票,重燃本港市場對廉航的殷切需求。其副行政總裁Andrew Cowen說,現時公司的航點已增至十四個,遍及布吉、台中、東京、釜山、鄭州等亞洲航點,飛機亦增至八架,至今已乘載逾百萬名旅客遨遊亞洲,「過去一年是重要的里程碑,公司發展已翻一番,代表香港市場對廉航有很大的需求。」
客群多年輕專業人士
目前HK Express的客群佔三分之二是年輕的專業人士,其餘是學生客和家庭客。Andrew認為,本港廉航市場仍在明顯增長中,「我們做過問卷調查,發現有四成旅客是首次搭乘飛機外遊,另外有部分人每年只外遊一兩次,這些都是廉航可以拓展的空間。」
根據獨立飛行資訊網站flightstats.com統計,今年第四季度以來,HK Express的航班平均準時率(OTP)高逾八成。Andrew認為,公司航班的準時保證,比大型航空公司表現優秀,已是重要的肯定,「作為新晉的廉航公司,不敢說我們已做到最完美,仍有不少地方要愈趨完善。」他又說,至今每架飛機的運力增長了一成半,載客率亦上升一成,隨?今年底再引入兩架空中巴士A320,每月載客量將額外增加約七萬二千人次,故有望年底可取得收支平衡。
網絡售機票達七成
成本上升是廉航要面對的挑戰之一,Andrew不諱言,廉航的優勢在於其飛機使用率,包括短途航?、點對點的營運模式,「我們的飛機每日使用率比傳統航空公司高出三成,有效降低運作成本。」 加上HK Express鼓勵直銷,目前他們通過網絡銷售的票額已達總量的七成左右,遠高於傳統航空公司逾百分之十的水準。
啟航一歲,HK Express便送大禮推出一元機票,Andrew笑言,現時以低於傳統航空公司三成的機票價錢出售,平價機票優惠將陸續有來,「若果沒有廉航的出現,傳統航空公司不會持續定期推出大割價銷售機票。」
最近再有新的廉航公司加入,搶攻港日航?的市場,但Andrew說,公司無懼競爭,將繼續積極擴充,並以創新的發展大計迎戰。基於商業原因,他不願透露有意開拓的新航點,但他說,將擴展港日航?,下月起飛往東京羽田機場的航班每日增至兩班,「希望吸引更多港人周末到日本度假。」
廣東市場最具發展潛力
他又稱,計畫明年增至三十個航點,將重點提高現有核心市場的運力投放,尤其是北亞和中國內地市場,當中以廣東省最具發展潛力。
為了應付緊密的航班班次,HK Express的機隊規模於明年底將增至十五架,目標至二○一八年增至二十五架。Andrew說,公司平均每兩天便增聘一名員工,並計畫於明年底增聘人手,預計員工將由四百人增至六百人,包括機艙服務員、機師及行政人員等。
管理廉航公司 Cowen經驗豐富
Andrew Cowen在航空業有近二十四年經驗,他曾在中東、越南、菲律賓、科威特和日本管理廉航公司,當年港日合資的樂桃航空(Peach Air),他亦有份促成建立。對他來說,現時協助HK Express發展可謂得心應手。
他坦言,HK Express轉型為廉航的過程並不容易,「最難不是選擇和分配航點,而是員工思想、公司文化理念的轉變。」他又說,公司專門聘請了有營運廉航經驗的外國團隊加入,例如公司的商務總監就曾在日本、新加坡等廉航公司工作。
每當有新航點的第一班機啟航,Andrew都會在機上講幾句歡迎辭、主動跟乘客聊天。他笑言,在出發到清邁的首航,看見一對已經多年沒有到當地旅遊的年長夫婦,當時他們在機上充滿雀躍和期待,自己也感到十分興奮,「其實能夠給機會更多人去旅遊,不用在家中齋睇電視,讓人親身感受和了解世界,我已經覺得好開心」。
本文摘自2014年10月24日《星島日報》每日雜誌
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