Strategy and business model

airberlin is the second largest airline in Germany, with its core markets also including Austria and Switzerland. airberlin passengers benefit from a global route network and numerous airline partnerships.

The consistent improvement of the company's value lies at the heart of airberlin's corporate strategy. The airline aims to strengthen its portfolio across all business segments, consistently exploits growth opportunities and strives for increased productivity.

airberlin has intensified its long-haul business, added a number of new tourist destinations to its schedule, expanded its Berlin and Dusseldorf hubs, and in so doing has managed to greatly improve its profile as a global scheduled airline. The carrier's flexible business model sets a benchmark in the aviation industry. Business and leisure travellers alike are impressed with airberlin's tailored fare system, which caters to every travel requirement. The combination of business and leisure services is unique in the European aviation industry and a clear competitive advantage for airberlin. The airline continues to offer scheduled services and tourist flights, and intends to take a leading role in the aviation industry in future, whilst extending its strong market position. The market reaction to our improved product shows that we are on the right track to achieving sustainable profitability, with high process efficiency, low costs and a competitive product range.

In the highly competitive aviation industry, customer satisfaction is a valuable commercial commodity. The attractive topbonus frequent flyer programme now has over 3.8 million topbonus members collecting status and award miles. Customer loyalty is also proving to be highly successful in the business traveller segment. With its "airberlin business benefits" brand, airberlin offers three different corporate promotion programmes: its proven SME programme, business points, which is already used by over 15,000 companies and constantly being expanded; its corporate product, business pro, and its corporate fare model, business prime. In May 2015, airberlin launched a new fare concept, and its additional "JustFly" fare is now specifically aimed at price-conscious passengers who travel without baggage. With its dense global route network, central hubs in Dusseldorf and Berlin and intercontinental connections via Dusseldorf and Berlin, airberlin operates at the very forefront of international aviation. The airline also operates more flights from Dusseldorf to North America than ever before. airberlin offers a number of non-stop services to US cities, such as New York, Miami and Chicago, thereby paving the way for even more growth in the US market.

The strategic partnership concluded with Etihad Airways in December 2011 provides airberlin with unique growth opportunities and optimally exploits synergies in the areas of technology, procurement, loyalty & partnerships, route network and business customers. The route networks of airberlin and Etihad Airways perfectly complement each other: airberlin passengers can reach numerous destinations in Asia, Africa and Australia, for example, via the Abu Dhabi hub of the national airline of the United Arab Emirates. As a oneworld® member, airberlin consistently pursues international networking, and not only operates flights within the successful global alliance alongside some of the largest and best airlines in the industry, but also offers many new routes as a codeshare partner of oneworld members.

airberlin continuously improves and adapts its product to passengers needs. This includes the new seat introduced on short and medium-haul flights in spring 2015, for example. The "Recaro BL3520" model offers airberlin passengers three centimetres more legroom. The new Recaro seats are fitted with USB ports for connecting and charging mobile devices such as smartphones and tablets. The new USB seats represent an important step towards providing internet access across the fleet. Within three years, all airberlin aircraft are expected to be WiFi-enabled. airberlin consistently adapts its route network to its passengers' needs and constantly works to improve efficiency and simplify structures and processes. An optimised corporate cost structure also benefits passengers. For decades, airberlin has successfully maintained its strong position in the business cities and tourist areas of Germany, Europe and the world. For passengers and tour operators, airberlin remains a reliable, attractive partner.

With its international network, topbonus frequent flyer programme, YourFare tariff structure and efficiency-based business model, airberlin is ideally placed to compete at a global level.