April 1998 heralded a new era in the history of Sri Lankan civil aviation when its flag carrier, Air Lanka, was privatised following the establishment of a strategic partnership with Dubai based Emirates Airline. The agreement, in which the United Arab Emirates airline took a 40% shareholding in the company, was the regenerative boost that was urgently needed to re-establish Air Lanka as southern Asia’s preferred international carrier. This was crucial as throughout the previous decade investment had been minimal - a factor that had retarded growth and taken away the airline’s competitive edge.
As part of its commitment to the Sri Lankan government Emirates contracted to undertake the management of Air Lanka for a 10-year period, during which time it would establish programmes to stimulate renewed growth and profitability. Primary among these considerations was the development of Bandaranaike International Airport, Colombo, as a major passenger and cargo hub linking east and west.
The business plan put forward by Emirates centred on the appointment of a new board of directors drawn from the Sri Lankan government and Emirates Airline. Pertinent to this the chief executive officer (CEO) was to be seconded from Emirates. To help achieve its objective of raising Air Lanka’s profit margin, a thorough overhaul and analysis of the airline’s infrastructure was completed. This resulted in Air Lanka adopting a whole new approach to airline operation. Cost-effective strategies were introduced; new pro-active management teams were put in place; computer technology became the basis of everyday activities; a reappraisal of the airline’s network was made; product enhancement became part of airline philosophy, and a fleet renewal programme was activated. But to raise awareness and underline its new ideals the airline set into motion a re-branding programme.
The perceived success of the business plan was, to a great extent, based on the acquisition of six new fuel efficient, easy to maintain, passenger friendly Airbus A330-200s to complement its fleet of A340-300 and A320-200 aircraft. The first A330-200 joined the airline in October 1999, with the remaining five delivered by July 2000. That same year saw Air Lanka’s last L1011 TriStar sold to Air Transit (Canada) but perhaps more momentus, in July 1999, the company’s fourth A340-300 arrived at Colombo painted in the airline’s new corporate livery. SriLankan Airlines was now on view to the world.
As part of its product enhancement programme SriLankan upgraded its existing A340 fleet into two-class configuration - business and economy. At the same time the interior décor and seats were refurbished to reflect the airline’s new corporate image and the inflight entertainment systems were improved to match those of the new A330s. The A320 short-haul fleet also underwent an interior modernisation programme.
Apart from its cosmetic differences the SriLankan Airlines fleet, which now ranks among the most luxurious and well equipped in the world, is also one of the most efficient. Fleet compatibility has reduced maintenance and training costs, Rolls-Royce Trent and CFM56 engines give minimum fuel consumption on long-haul sectors, cargo uplift has increased, and the high quality of the products on offer is encouraging a growing number of passengers to fly SriLankan Airlines.
Because of its geographical location and the nature of the country Sri Lanka is energetically promoting itself as a destination of many facets, most of which it believes will appeal to people from many walks of life. SriLankan recognises the importance of tourism to its country and is adamant that once people have experienced the island they will return time-and-time again, and because of this belief is deeply committed to persuading its passengers to visit Sri Lanka.
Holidays and stopover packages feature strongly in SriLankan’s bid to bring more people to its country. The airline regards Sri Lanka as being equidistant between Europe and the Far East and says it is the ideal place for passengers - whether travelling east or west - to take a break. From Colombo stopover tours of one day or more are available, with packages tailored to appreciate the country’s historical sites and ancient monuments, visit the hill capital of Kandy and admire the magnificent Royal Botanical Gardens at Peradeniya. Others call at tea plantations, offer jeep safaris to Yala National Park – home of elephant, leopard, sloth bear and wild buffalo – or allow visitors to spend a few hours at the Pinnawela orphaned elephant sanctuary before returning to Colombo for the shopping experience of a lifetime. Alternatively spending a couple of days at a luxury beachfront hotel, relaxing on a pristine white beach, drinking ice-cold cocktails and enjoying the long hours of warm sunshine might be more appealing.
Sporting activities are integral to Sri Lankan life and the airline is involved in the promotion of international golf, cricket and rugby tournaments, the International Rugby Sevens being recognised as a world event.
On the theme of bringing visitors to Sri Lanka, business travellers are by no means neglected. SriLankan is fully committed to promoting Meeting, Incentive Tour, Conference, Exhibition, (MICE) special events. For those companies who select Sri Lanka for their MICE gatherings, the national carrier offers attractive fare rates, overseas promotions, group check-in, distribution of promotional material, reconfirmation facilities, and inflight welcome announcements. Sri Lanka is definitely a very affordable convention centre destination.
| Head Office |
SriLankan Airlines Ltd.,
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Level 22, East Tower,
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World Trade Centre,
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| Echelon Square, Colombo 1, Sri Lanka |
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| Tel: | +94 19733 5555 (General)
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| Fax: | +94 197 33 5122 (General)
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| E-mail: | [email protected] (General)
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