Air Dolomiti and the strategy of small steps: interview with ceo Steffen Harbarth
It moves in small steps and quietly, but continues to grow in Italy and Europe. Air Dolomiti, the [...]
Air Dolomiti
Star Alliance
It moves in small steps and quietly, but continues to grow in Italy and Europe. Air Dolomiti, the Italian airline of the Lufthansa Group, is increasing routes and aircraft with unusual dynamism for the domestic scene and last year reached a record 3 million passengers carried.
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Especially if, in the meantime, the LH-ITA Airways wedding continues to be postponed from European impositions, bureaucratic technicalities and the alleged disruptive actions of other European players.
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Air Dolomiti, on the other hand, reaffirms its presence; it goes beyond its simple role as a transmission belt between the Munich and Frankfurt hubs and Italian cities, explores new routes with a European scope (see the launch of the London City-Frankfurt and the Geneva-Frankfurt) and discovers a typical passenger who no longer travels (only) on business.
Steffen Harbarth, ceo of Air Dolomiti
Also starting this month, the carrier led by Steffen Harbarth is increasing the network: more flights from Bologna and Cagliari to Frankfurt; two flights a day between Ancona and Munich; and also resumes Palermo-Munich for the summer.
An additional piece that Air Dolomiti currently lacks is the full dowry of benefits to be granted to Star Alliance frequent flyers: a transition that is gradual, but according to the ceo himself is a process entrusted in full to the parent company.
Is there any news for frequent flyers and how does mileage accrual work with the Miles & More program?
"Air Dolomiti, like all Group companies, adheres to the Miles & More program and extends benefits to its passengers (where possible), however, the operation of the program and the attainment of certain statuses through it is the complete management of the parent company. In the meantime, we can point out an active novelty from March 1, which is the possibility for Air Canada and United Silver status passengers to be able to check in at the counter reserved for business class even if they are traveling in economy class."
When will Star Alliance frequent flyers enjoy full privileges with Air Dolomiti, such as lounge access for example? Air Dolomiti, in fact, is not a member of the Star Alliance, but is only a partner of the alliance carriers...
"Currently, lounge access is extended to Gold status passengers who are members of United, Air Canada and All Nippon Airways programs.
When will Air Dolomiti flights generate accumulation for Star Alliance programs?
"As for the Star Alliance companies, again we join the frequent flyer programs of United, Air Canada and All Nippon Airways."
What are Air Dolomiti's further development plans in Italy? What will you focus on to increase connections and the fleet?
"Air Dolomiti has embarked on an ambitious growth plan: by the end of this year the fleet will reach 26 aircraft. A development that has, of course, also affected the human resources sector with an increase in highly qualified staff of more than 25%. In March, we reached 1,000 employees, and we expect to arrive at the end of the year with more than 1,200 staff including cockpit and cabin crew, maintenance personnel, and new resources to strengthen processes in the offices. In terms of aircraft, there are currently 17 E195s and 5 E190s in the fleet; the remaining aircraft will come directly from the Group Lufthansa And they will all be 108-seat E190s."
What are the most profitable routes in Italy? Why?
"Referring to 2023, all Italian routes have given us great satisfaction. In particular, flights to/from Florence and Milan Linate have performed very well from the point of view of load factor while maintaining good margins. The routes to Bari, Venice and Bologna also recorded good results."
Is there a development of a premium offering on board?
"For Economy there is SpazioItaliaBar, the "buy on board" service that offers fresh dishes created by Italian chefs and quick snacks, plus hot and cold drinks and a selection of white, red and sparkling wines. Illy espresso coffee is also served on board; we are the only ones to offer it. Business passengers are provided with a vacancy next to one's own, for superior privacy and comfort. Gourmet menus served on ceramic plates, with steel cutlery and glassware are offered to keep tastes and flavors unaltered and to provide service that is always mindful of its impact on the environment. To entertain passengers during the flight, there is a rich Inflight Entertainment platform that provides free access to a range of content including Spazio Italia (the company's magazine), major Italian and foreign newspapers, magazines, videos, minigames, music and the moving map section; content is available in Italian, English and German."
What is the target passenger for Air Dolomiti? How has it changed over the years and what do you foresee in the future?
"The passenger belonged exclusively to the business segment until 2020. Then there were changes, the market was renewed. Now the flight fill rate is high, but the corporate segment has decreased compared to the past. There is a marked presence of leisure passengers even in alternative periods than the classic ones and from different countries; while in the past the passengers were mostly Italians and Germans."
In addition to Verona, do you plan to establish new bases in Italy?
"Verona remains the home of Air olomiti's headquarters and a training site for staff due to the presence of the Training center. Then in 2023 the bases in Venice and Florence were opened. This is good enough for now."
Do you plan a landing at Rome Fiumicino?
"For the time being, there are no plans to have a network serving Rome as well."
Will you stick to the same logic as always: serve Frankfurt and Munich in particular with Northern Italy? Or do you have plans for leisure expansion?
"We will continue to connect major Italian and European airports to German hubs. For the past few years, however, feeder activity from Italy has been joined by connections in northern Europe operated both on behalf of Lufthansa and under its own commercial direction. One example is the recent routes to London City and Geneva departing from Frankfurt inaugurated in February this year. There may be more developments in the future."