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

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.