The airline, which launched during the height of the Covid-19 pandemic, believes the key is to give customers a flexible offering - for example, avoiding penalties for cancellations, and being able to scale up flights to meet demand quickly.
Gallo Images/Brenton Geach
A commercial approach and a flexible offering will be the way forward for SA's domestic airlines if they are to survive the"new normal". LIFT is pinning its hopes on maximising occupancy on flights through its flexible offering – something Ayache believes stood it in good stead during the pandemic. LIFT is operated by Global Airways, a minority shareholder in the Takatso consortium, which was chosen by the Department of Public Enterprises to be South African Airways' strategic equity partner. But Ayache stresses that LIFT is not involved.
Ayache, who has a tech background and helped launch e-hailing platform Uber in South Africa and across the rest of the continent, believes while prices should be competitive, Covid-19 put some airlines on the back foot, trying to create artificial demand.
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