The airline Eurowings wants to discard the image as a low-cost airline. With additional services, they want to be clearly different from low-cost carriers such as Ryanair and Wizz Air. In the future, they want to position themselves as a so-called "value airline" and orientate themselves on the US American Jetblue.
The management informed the Eurowings employees of this change in market strategy as part of a digitally held "Townhall Meeting". The tenor is now: "We can't do it cheaper than Ryanair, but we can do it much better". At the same time, it was also announced that the Stockholm-Arlanda base operated by Eurowings Europe will be smaller than originally announced.
Contrary to the original communication, only three instead of five Airbus A320s will be used from the Swedish airport. There is a corresponding demand, but Eurowings had to adjust the route network. Competition has intensified at this airport because Norwegian Air Shuttle and Ryanair have launched additional routes. The latter airline withdrew its offer from Skavsta to Arlanda around.
The military attack by the Russian Federation on Ukraine also caused a short-term drop in new bookings at Eurowings. However, due to the fact that the 2022 summer flight schedule is heavily geared towards tourist destinations, one does not see oneself particularly affected. Nevertheless, Eurowings emphasizes that the destinations in Ukraine and Russia will not be served indefinitely.
Displacement of Ryanair/Lauda and Wizz Air is seen as a success
In the 2022 summer flight schedule, there is generally high demand in the holiday travel segment. The seasonal peaks are to be covered with the help of wet-lease aircraft. Avion Express will have eleven Airbus A320s operate for Eurowings. with five A220 will be Air Baltic fly for the Lufthansa subsidiary. The sister company Eurowings Discover leaves the Latvian carrier with two machines of this type from Munich fliegen.
The Eurowings workforce was also told that they considered the course they had taken to be the right one and cited as references that Wizz Air had been pushed out of Dortmund. The Hungarian low-cost airline has so far in the autumn of the previous year only base on German soil closed. It is also seen as a success that the Ryanair subsidiary Lauda Stuttgart and Düsseldorf is deducted.