When it relaunched in 2021, ultra low-cost carrier Lynx Air hired airline industry veteran Merren McArthur as its CEO. The airline is looking to reorient itself as a budget brand following several failed attempts to start up since 2006. McArthur is an Australian lawyer and former CEO of Tigerair Australia and Virgin Australia Regional Airlines, two airlines she is credited with rescuing, and founding CEO of Virgin Australia Cargo.
McArthur told the Globe and Mail that her strategy is common for budget airlines: not competing with major carriers, keeping prices low, flying one model of fuel-efficient plane and keeping them airborne as long as possible, and keeping cabin service simple. She says complexity is the main threat to low costs, and so simplifying airline operations is vital to Lynx’s success.
Despite her stated strategy, the Globe notes that Lynx has been competing with major carriers by flying to cities like YYZ, YVR, and YYC, which other ULCCs do not.
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