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Air Macau plans to strike out to new markets in
an aggressive response to the wave of competitors invading its home turf.
Brian Chien, senior manager for e-commerce and loyalty programs, told a Macau
tourism forum Air Macau will shortly buy its first wide-body passenger jets,
launch long-haul cargo flights and add new routes to Northeast Asia.
Air Macau earned 71.4 million patacas (HK$69.3 million) last year, reversing a
145.6 million loss the year before due to the effects of SARS. Revenue climbed
almost 50 percent to 2.1 billion patacas. But 2004 also saw the arrival of
discount airlines in Macau. AirAsia launched flights to the territory from
Bangkok and Kuala Lumpur. Tiger Airways joined the fight this year with flights
from Singapore and is expected to soon announce flights from Macapagal
International Airport near Manila. Nok Air is preparing to fly from Bangkok
soon too.
Air Macau, which operates under a 25-year government concession as the
territory's exclusive home carrier, last month agreed to share its rights with
Golden Dragon, a start-up carrier that plans to operate regional jet flights to
the mainland. A second start-up, Wow Macau, aims to finalize a subconcession
agreement with Air Macau this month to allow it to serve medium- and long-haul
routes.
Under this competitive pressure, Air Macau has given up its own services to
Singapore and Bangkok, abandoning a strategy of using Southeast Asian routes to
diversify from its precarious core business of carrying Taiwanese to and from
the mainland.
The new plan is to look north. Air Macau began daily charter flights from Seoul
in December. On Monday, the carrier will start a twice-weekly, summer-season
charter flight from Pusan, South Korea. The Korean traffic will feed into a
twice-weekly seasonal charter to Siem Reap, Cambodia, relaunched last Monday
Chien said Air Macau will fly twice a week from Kwangju, South Korea, next year.
South Korean visitor numbers rose 130 percent in Macau in the first five months
of this year.
The next target will be Japan. Chien said Air Macau will begin scheduled charter
service to Tokyo next year. It operated charter flights to Takamatsu and
Okayama in Japan earlier this year.
Chien said Air Macau will also begin daily service to the mainland cities of
Hangzhou, Nanjing and Chengdu next year. The carrier doesn't presently serve
Hangzhou, but flies to Nanjing and Chengdu three and four days a week,
respectively.
Air Macau will acquire two Airbus A300-600R jets next year to operate the Tokyo
flights as well as those to Shanghai and Taipei.
The jets will be the biggest and longest-range passenger aircraft in Air Macau's
fleet, but even its mainstay planes are getting bigger. Chien said the airline
will get rid of its remaining five A319 jets and one A320, bringing in seven
A321s in their stead next year and three more the following year.
Air Macau is moving to even bigger planes for cargo. Chien said Air Macau will
add one Boeing 747 jumbo a year until 2007. It will use the new planes to
expand routes this year beyond Taiwan and the mainland to Los Angeles and Ho
Chi Minh City. Another new route will land in Guangzhou, then next year,
flights will go to New York, New Delhi and Frankfurt, he said.
Chien said Air Macau expects to achieve annual passenger growth of more than 10
percent through 2008. In February, the carrier launched a new frequent-flier
program, which enlisted 33,000 members in three months.
zach.coleman@singtaonewscorp.com
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