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South Africa: An upLIFTing end to 2020
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While many might think it’s crazy starting an airline during a global pandemic, according to LIFT Airline’s Co-Founder, Gidon Novick, “It’s the best time ever!”
A start-up South African low-cost airline serving key domestic routes from O.R.Tambo, LIFT launched on 10 December with inaugural flights between Johannesburg and Cape Town using two of its fleet of three Airbus A320s.
The airline’s mission, says Novick, is “to demonstrate that South Africa can compete with the best while keeping customers at the centre of our operations. And we know we can do it. We live in the most magnificent country with an abundance of talented, special people. What more could we need to make it happen?”
Launched just in time for the South African summer season, the airline is a collaboration between Novick (the founder of kulula, the South African LCC), Jonathan Ayache (a former Uber executive) and Global Aviation (a South African charter airline that primarily operates wet lease flight).
Flexible air travel is key to LIFT’s model. “The outdated supply-driven, high-debt airline model needs to change,” says Novick. “Covid has proven that it’s simply not a sustainable approach. Instead, it’s time for a demand-driven business model. One that’s super-efficient, leverages off record low input costs and is both agile and flexible.”
Passengers are able to change or cancel flights up to 24 hours before take-off without any surcharges. And if travellers arrive early for their flight, they can check in and see if there is availability on an earlier flight. An added treat for passengers on afternoon flights will be the onboard wine-tasting featuring a selection of South Africa’s top wineries.
Time will tell just how successful South Africa’s newest airline will be, but an exciting new ‘lift’ is exactly what this year needs to finish on!
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Chloë Greenbank wrote her first airline magazine nearly two decades ago and has been immersed in aviation magazines ever since. She is a highly experienced editor and reporter who has worked for over a decade in the publishing sector specialising in the global aerospace industry. As senior editor at one of the world’s leading travel media companies, Ink, she was tasked with launching and overseeing various titles including two inflight magazines for Brussels Airlines. With a solid understanding of the inflight market, she has also contributed to magazines for airlines including easyJet, MyTravel, Thomas Cook, Virgin Express, Ryanair, British Mediterranean Airways, Air Burkina and Korongo Airlines. |
| In 2017 Chloe moved over to the B2B publishing industry when she joined HMG Aerospace for whom she edits Regional Gateway and contributes to a number of titles including LARA and Inflight. She also contributes to the Times Aerospace Group’s African Aerospace. Having strengthened her knowledge and understanding behind the global aviation community Chloe has been a working journalist on the Emerald Media team since early 2018, primarily supporting its client Air bp. | |
BlueSky Business Aviation News | 17th December 2020 | Issue #586
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