As reported yesterday, low-cost carrier Bonza has taken to the skies, inviting Karryon on its thrilling first ride. Vibes were high as Bonza carried out the largest launch in Australian aviation history like a true Aussie champ. Bonza mate, especially as across the board the message was clear: agents are part of Bonza’s success plan. Agents, you matter.
Across the day’s festivities, from press conferences to inaugural flights to seafood platters on Airlie Beach (tough life), Karryon had the chance to get answers to your questions. We wanted to know (because you want to know) Bonza’s viewpoint on travel agents and how you fit into their strategy as they take off around Australia.
Along for the ride
We got the nitty gritty from Chief Commercial Officer Carly Povey on what the travel industry can expect moving forward from Bonza. The answer was an Aussie “heck yeah” for agents to 100% jet along on its journey.
It’s early days for Bonza, and its clear strategy is to keep costs low to keep flight prices down. That said, the Bonza travel agent portal was a decisive investment indicative. Yes, agent partnerships are part of its long-term plans.
“What more should we do?”
Over 10,000 bums on seats have already been snapped up since launching last Friday. This is the equivalent of all Bonza’s February and March capacity. The signs are clear: regionally based Australians are ready for travel.
Bonza has also already seen a strong interest in group and event travel, which Povey says represents opportunities for agents. In her closing remark, Povey opened the door for you to have your say in Bonza’s Allstralia journey. She commented, “My question to agents is, what more should we do?”
Help get regional Aussies back in the sky
While CEO and founder Tim Jordan has been dreaming of launching Bonza for 14 years, there’s probably never been a better time for the brand to go live. With many city dwellers moving to regional Australia during the pandemic, the appetite for Bonza’s offerings is high. New rural homeowners used to urban travel perks are done with compromising and keen to start flying again.
Bonza’s Chief Financial Officer, Lidia Valenzuela emphasised that agents play a pivotal role in getting regional travellers back in the skies. Many under-serviced communities have chosen to forgo travel altogether as they have been located so far from convenient airports and even further from affordable airfares.
An integral connection
Valenzuela shared that Bonza regards the agent relationship as significant for regional travellers, especially the less tech-savvy ones. They understand you’re the heartbeat of your community. The low-cost carrier’s all-digital processes are strategic for costs, communication, and sustainability, but it is possible for your clients to go app-free.
While app use is highly encouraged for instant communication, check-ins can be managed at the airport with a paper boarding pass. In-flight snacks and bevvies can be purchased by ordering with flight attendants directly. For app-less travellers, the trick will be staying alert for flight changes communicated via the low-cost carrier’s app.
Once every 25 years
Founder Jordan made it clear that Bonza is committed to the airline’s growth with the goal to fulfil regional Australia’s unmet needs. In a Karryon chat about the size of Bonza’s initial destinations (communities around 90,000-100,000 in size), Jordan commented, “We only need locals to take a Bonza flight once every 25 years for us to be viable.”
That’s such a bombshell, it makes you wonder why it took anyone so long to catch on.
Low-cost carriers have a place in Australia
Jordan is well-equipped to succeed in Australia where other airlines have failed. The humble CEO has been in the aviation industry for 25 years, including time with Virgin Blue Australia, low-cost carrier Cebu Pacific Air, and more recently launching the first LCC in Central Asia, FlyArystan.
Bonza’s backing by Miami investors 777 Partners is an additional vote of confidence; they’ve invested in a range of successful LCCs, including Canada’s popular Flare.
A more viable business model
The decision to use the 737-Max will help Bonza prove that low-cost carriers have a place in Australian aviation. Their point of difference is to use larger aircraft and the 737-Max comes with 15% more fuel economy.
As Australia’s first high-capacity airline to launch in over 15 years, Bonza’s three first-in-Australia Boeing airplanes will allow them to maintain a high load factor for profitability. It’s a win for Australians because their business model only works if they offer low fares.
When asked if the fares will start creeping up post-launch, it was a resounding “no” from the Bonza crew. A high load factor is part of Bonza’s business plan, and the goal is to fill as many seats as possible on every flight.
With a clear message that agents are as welcome onboard as travellers from Mildura, Coffs, and Townsville, it’s an exciting time in Australia’s aviation history!
Does low cost mean cheap? Check our Bonza flight review tomorrow to find out!
