As the airline waits for certification, it’s missing out on the peak travel season in Australia.
Australia's 'Bogan' airline Bonza, is waiting for the Australian Civil Aviation Safety Authorities (CASA) certification to receive its Air Operators Certificate to commence operations. As the airline awaits the verdict from CASA, it has missed the Christmas and Southern Hemisphere summer travel rush. Six months have passed since the airline's planned launch date, as Bonza had hoped to start flying in mid-2022.
Recently receiving its third Boeing 737 MAX 8, the airline is backed by American equity firm 777-Partners with an investment of over AU $300 million ($206 million).
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CASA is currently working through its regulatory process to decide whether to grant Bonza its Air Operators Certificate. With no set date on when the decision will be made, Bonza's Chief Executive is confident there shouldn't be any issues. As widely reported, a spokesperson from CASA stated:
"CASA will be able to make a final decision once all documentation has been received and assessed and a proving flight completed."
Once airborne, Bonza plans to operate a 27-route network across 17 regional locations in Queensland, New South Wales, and Victoria.
Not everyone is convinced about the airline's credibility. As reported by ABC, Townsville travel agent Debbie Rains isn't convinced that the airline has what it takes to succeed, commenting:
"There have been a lot of airlines in the past that have started some of these routes, and they just haven't been sustainable.'
"We just don't have that population density, and certainly even less so in the regions, to be able to put a lot of bums on seats to really make these airlines viable."
Locals are disappointed the airline wasn't operational for the Christmas rush, as this is a crucial time for families to reunite, especially after travel restrictions imposed by the pandemic.
It is hoped the airline will reduce regional airfares, with Central Queensland University's head of aviation, Doug Drury, commenting that, "Bonza's low-fare model could drive the cost of its competitors' airfares down, at least in the short term." However, with surging global fuel prices, it could be "quite a challenge to be able to turn that into a profitable operation."
Bonza has taken a tongue-in-cheek approach to its marketing method, with critics suggesting that its decision to label itself a 'bogan' airline could be met with criticism. Adam Ferrier, a consumer psychologist and founder of the advertising firm Thinkerbell believes that passengers may not appreciate the 'bogan' label. Ferrier also commented:
“It’s almost taking the piss out of the local market, and expecting them to be in on the joke. I’m not saying it will or won’t work, it’s just a little dangerous.
“You can have fun which is not at the expense of professionalism, but when you’re calling your planes Sheila, Bazza and Shazza, I’d be worried of going too far.”
The airline plans for its flight attendants to wear shorts and sneakers and sell bikinis and budgie smugglers (men's Speedos) as part of its inflight offering.
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Bonza's decision to sponsor Melbourne football club Melbourne Victory could be seen as a slight blunder after a recent match. The club recently hit the media for an ugly pitch invasion during a game with fierce competitors Melbourne City. The fiasco saw 150 spectators storm the pitch, causing over AU $150,000 ($103,000) in damages to the venue and injuries to multiple staff and team members. The Melbourne Victory has now received sanctions for future games.
Sources: The Guardian, ABC News, Port News, Australian Aviation
Journalist – Aaron joins the Simple Flying team with 14 years of experience in the travel & tourism industry. He has a background in airports and travel consulting for global companies in New Zealand, Europe, and North America. An Avid traveler, Aaron has visited 52+ countries across 5 continents. Based in Christchurch, New Zealand
