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A qualitative study of the current practices of ‘no-frills’ airlines operating in the UK

Surrey European Management School, Surrey University, D.Gilbert{at}surrey.ac.uk

David Child

School of Management Studies for the Service Sector at the University of Surrey

Marion Bennett

School of Management Studies for the Service Sector at the University of Surrey

The no-frills carriers, through clearly articulated strategies, have successfully challenged the power and dominance of major carriers, and have contributed to the identification of a market segment attracted by low air fares and efficient airline service. The rapid development of Europe’s ‘low-cost’ carriers has found Southwest and Valuejet to be valuable models to follow. This study is based upon qualitative research with marketers in the UK no-frills sector. The results indicate differences in the marketing approach and also the way the marketplace has responded, with the more traditional airlines embarking upon cost-cutting and alliance strategies. Regarding the future, as the European airline industry increases in competitiveness the opportunities for ‘low-cost’ competition may become restrictive. Further problems, such as those of Debonair and a reoccurrence of US-style bankruptcies and mergers, could lead to a reconfigured industry and a higher range of European fares.

Key Words: airline • air travel • no-frills • marketing

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