How Breeze Airways’ Business Model Differs From Other Carriers

On the heels of launching flights to Orlando and Charleston, South Carolina, from Charleston, West Virginia, two-year-old carrier Breeze Airways prepares to begin much more latest services throughout the summer.

While most traditional airlines are likely to discover where people wish to fly and subsequently try and capture demand to those destinations, Breeze moves in another way, attempting to make use of its power as a low-cost carrier to stimulate demand.

In essence, United or American won’t ever start a route from Charleston to Charleston since they know that not enough people take connecting itineraries on their airline to make a direct routing profitable.

Breeze, nonetheless, believes that by providing such an inexpensive connection to an underserved market, many will decide to travel between town pair who wouldn’t have traveled before without the airline’s service.

Careful marketing strategies

The important thing to Breeze’s success lies in its marketing tactics and relies upon the carrier demonstrating why residents of every city should decide to visit the opposite. Not surprisingly, Breeze partners with local tourism authorities to assist promote a destination.

Through this strategy, Breeze demonstrates to the residents of Charleston, SC, that a weekend getaway to Charleston, WV is way more worthwhile than the $70 roundtrip fares the airline is charging for the flight.

When these tactics are employed, everyone can profit. The 2 Charlestons profit from the increased tourism, helping the local economy. Travelers can enjoy reasonably priced vacations with memorable experiences. And at last, Breeze can consistently and efficiently fill their Embraer 195 aircraft.

Case study: Charleston to Charleston/Orlando

Let’s take probably the most recently launched flights by the carrier, those connecting West Virginia’s capital to the biggest city in South Carolina and the theme park capital of America.

It’s fairly apparent why West Virginians = travel right down to Orlando or Charleston for a getaway. In spite of everything, at such reasonably priced prices, it’s never been easier for residents of the Charleston area to travel to sunny destinations further South.

While connecting itineraries from United, Delta, or American could be priced at over $1,000 roundtrip, Breeze’s latest nonstop connections can cost lower than a tenth of that quantity.

Nevertheless, traffic from just Charleston shouldn’t be enough to make routings to Orlando and Charleston profitable (or legacy carriers would service these routes). Thus, an important a part of ensuring sustained profitability on this route is a marketing strategy that may help expose the residents of Charleston, SC, and Orlando to the variability of incredible tourism opportunities available in West Virginia.

Thus, last week upon the launch of Breeze’s service to Charleston, the airline hosted a wide range of media outlets (including Easy Flying), bloggers, and social media influencers to attend not only the inaugural flight but in addition an outing arranged by the West Virginia Department of Tourism.

And because of the efforts of each groups, the opportunities made available by visiting West Virginia have never been more apparent.

A state to make your next weekend getaway

Upon arriving, our media group was driven for an hour through the rolling green hills of the state to Recent River Gorge National Park, the most recent to be provided that designation by the National Park Service. The scenery throughout the drive was so beautiful that an invited radio host called into her show throughout the drive over to comment on the serenity of the countryside.

On the park, the variability of activities visitors can enjoy were fascinating. After a morning of white-water rafting along the nation’s highest-quality rapids and a picnic lunch on the recently refurbished visitor’s center, one can hike along probably the most beautiful trails within the Appalachians.

Moreover, the summer scenery isn’t any match for the way magnificent the realm looks in the autumn, with rolling hills of orange and red trees extending so far as the attention can see. Moreover, ski resorts nearby will ensure the realm is an ideal destination year-round.

Nevertheless, probably the most awe-inspiring attraction in the realm, the Recent River Gorge Bridge, hasn’t even been mentioned. This iron bridge, which stands 876 feet above the thundering river below, allows visitors to walk along a narrow catwalk beneath the road.

This death-defying experience is exhilarating and serene at the identical time, with every 18-wheeler that passes above you shaking the narrow catwalk, but simply taking a look at the river and the hills below you calms any fears you have got. Indeed, it’s an experience anyone must have of their lifetime.

After crossing the bridge, our group was treated to a gourmet lunch catered by Chef Paul Smith, a West Virginia resident and James Beard finalist. From pepperoni rolls to smoked trout, the chef successfully demonstrated the range of flavors present in the local cuisine.

Breeze’s long-term strategy

For Angela Vargo, VP of Marketing at Breeze, the opening of the Charleston to Charleston route demonstrates not only a profitable business decision but in addition myriad external advantages. As Vargo noted in an announcement to Easy Flying:

These routes to West Virginia show how we’re capable of connect the dots between underserved communities and achieve this efficiently and effectively. We’ve got identified an enormous area of interest and there’s a lot demand for this sort of service.

Using this same strategy, Breeze will proceed to open increasingly more routes this yr. Notably, Breeze’s focus at Rhode Island TF Green International Airport will see the commencement of multiple latest flights later this summer, alongside a recently opened A220 service to Los Angeles.

Again, Breeze goals to supply a secondary market with increased connectivity, allowing passengers to fly direct where legacy carriers can only offer expensive connecting itineraries.

Also, premium demand between such secondary cities is fulfilled, with the Ascent seat on Breeze’s A220 serving as a domestic business product competitive with the key players. While Breeze doesn’t have lounges or priority access lanes like the standard carriers, many will likely forgo these advantages in favor of a speedy nonstop flight.

Accompanied by a successful marketing strategy, the carrier will proceed to attach increasingly more of America’s ignored secondary cities with reasonably priced service in the approaching years.