Aer Lingus - kissing goodbye to simplicity?

摘要

Aer Lingus has arguably been the hardest hit of all the legacy carriers by the rise of the new generation LCC business model -not the least of its problems being Ryanair's very existence as an Irish airline and its inexorable expansion in its home base. Indeed Aer Lingus is probably unique among the European flag carriers in finding that it no longer has the largest share of traffic in its home market. So what does the future hold for Ireland's flag carrier?rnUnder the stewardship of Willie Walsh as CEO the airline went through a strategic restructuring in the early 2000s designed to recover profitability after the 2001 downturn and reorient itself as a new generation low cost carrier - on the rationale that as its main competitor was Ryanair, and as it could not hope to beat its main competitor as a full service legacy carrier, it should try to reinvent itself as benchmarked against the new generation business model.