Frontiers February 2014 41 Scooting into the future Singapore-based airline will expand long-haul, no-frills service with 787s By Tim Bader As the name might suggest, Scoot is an airline that has embraced spontaneity, movement, informality—and a touch of quirkiness. “These attributes are personified in a unique spirit that encapsulates our value and style,” said Campbell Wilson, chief executive officer of Singapore-based Scoot. “It is apparent to our guests whenever they interact with us. An airline with a different attitude. People with a different attitude. What we call ‘Scootitude.’ ” Scoot, whose parent company is Singapore Airlines, is using this culture and a no-frills, low-fare business model to serve medium- and long-haul routes in the fast-growing Asia-Pacific market. The airline, which began operations in mid-2012, entered the market at the perfect time. “The Asia-Pacific economies continue to exhibit strong growth,” said Dinesh Keskar, senior vice president of Asia Pacific and India Sales, Boeing Commercial Airplanes. “Air traffic in the region over the next 20 years is projected to grow 6.3 percent per year. The timing and the market conditions are right for Scoot.” To support Scoot’s growth, it is looking to the Boeing 787 Dreamliner. The airline announced in October 2012 that it will take delivery of 20 Dreamliners starting in 2014. Scoot will be one of the few low-cost carriers to own and operate 787s. To date, Scoot has carried more than 2 million passengers and maintains an average load factor of just over 80 percent. It also has expanded its network to 13 destinations and grown its head count to about 520. The budget market has grown dramatically over the past 10 years and is expected to continue growing, Keskar noted. The 787s come to Scoot through Singapore Airlines, which originally placed the order for the airplanes. The 787s will replace Scoot’s 777-200s, and help the airline’s ongoing expansion. Meanwhile, the 777s will help power NokScoot, the new Bangkok-based medium-haul, low-cost airline Scoot is starting in partnership with Nok, a Thai-based low-cost carrier and existing 737 operator. Scoot will use the 787s to launch new routes as well as bump up frequencies on existing ones, Wilson said. This will enable Scoot to broaden its network. “The Boeing 787 will power our growth and be great for our guests— not least because the aircraft’s fuel efficiency will help keep ticket prices low,” Wilson said. Much of the growth, according to Wilson, is expected to come from the “economic sweet spot”—destinations that are between five and nine hours away in countries such as China, India, Australia, South Korea and Japan. “It is an exciting time for Scoot,” agreed Boeing’s Keskar. “We look forward to working with them and helping them for years to come.” n tim.s.bader@boeing.com CUSTOMER PROFILE GRAPHIC: Singapore-based Scoot will support growth with 787 Dreamliners. BOEING
Frontiers February 2014 Issue
To see the actual publication please follow the link above