HARNESSING LIBERALIZATION FOR TOURISM AND ECONOMIC … · HARNESSING LIBERALIZATION FOR TOURISM AND...
Transcript of HARNESSING LIBERALIZATION FOR TOURISM AND ECONOMIC … · HARNESSING LIBERALIZATION FOR TOURISM AND...
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HARNESSING LIBERALIZATION FOR TOURISM AND ECONOMIC DEVELOPMENT
25 May 2005ICAO SYMPOSIUM, SHANGHAI
UDOM TANTIPRASONGCHAIOne-Two-GO by Orient Thai Airlines
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EXECUTIVE SUMMARY
Strong growth in passenger traffic experienced in the region…
Yet business operations of S.E. Asia players are not profitable
Current business model does not entail sustainable value creationSevere price competition in the marketMajor cost components unavoidably risingSuperior services required as Asian Consumers are more demandingMarket dynamics shifting from “Low Cost” to “Low Fare” market
Further liberalization of airports expected, in hope to expand routes and feed trafficSuvarnapume, Chiangmai and Phuket airports expected to expand operationsCurrent corruption scandal will slow down progress
Three potential impacts created to the overall aviation industry and Thai economyInfrastructure – Airport expanding terminals for low cost Equity market – Expansion requires public funding Consumers – Market become spoiled to low price
Key action steps required are1. Transparent Control by The Government Authorities2. Improve the related infrastructure and human resources 3. Market Identification
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AGENDA
Overview of Thai aviation and tourism industrySupplyDemand Consumer Regulations
Potential impact to tourism and economic development
Proposed key action steps required
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AGENDA
Overview of Thai aviation and tourism industrySupplyDemand Consumer Regulations
Potential impact to tourism and economic development
Proposed key action steps required
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POST OPEN-SKIES PROJECTED TO SPUR GROWTH IN AVIATION INDUSTRY
Bangkok International Airport Passengers Forecast
0
10
20
30
40
50
2004 2005 2006 2007
Year
No.o
f pas
seng
ers
(mill
ions
)
DomesticInternational
Average Annual Growth 6.6%
Source: Airport Authority Thailand
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YET BUSINESS IS TOUGH FOR THE INDUSTRY
‘Mr.Boonklee said Thai Air Asia needed to raise its load factor
to boost revenues’ , ‘ThaiAirAsia had net losses of
106 MB at the end of June’
Bangkok Post, October 2, 2004
‘Nok Air: Break-even not likely till 2006’
The Nation,October 7. 2004
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HOW DOES AN AIRLINE ACHIEVE HAPPINESS?
PROFITABILITY
DEMAND POTENTIAL SUPPLY POTENTIAL
Pricing
PricingPricing VolumeVolume CostCost CapacityCapacity
Fuel price
Maintenance
Supply density compared
to demand
Market/ airport selection
Sources of competitive
advantage – branding,
services and offerings
The airline must identify the pool of revenue that it has advantage in
capturingIt must spend less money serving the pool than the pool can provide
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VARIOUS FORCES AFFECTING BUSINESS
REGULATIONS•AOT privatization
• Construction scandalSUPPLY
• Seasonal Business causes periodic excess capacity- industry avg. load factor at 70%
• Excess supply leads to price wars which disrupts business economics• Rising fuel price further ruins profitability
DEMAND
Recent natural disaster disrupts Thai tourism, hence demand for air
travelling
Low Cost Airlines
CONSUMERS• What do they want?
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VARIOUS FORCES AFFECTING BUSINESS
REGULATIONS• AOT privatization
• Construction scandalSUPPLY
• Seasonal Business causes periodic excess capacity- industry avg. load factor at 70%
• Excess supply leads to price wars which disrupts business economics• Rising fuel price further ruins profitability
DEMAND
Recent natural disaster disrupts Thai tourism, hence demand for air
travelling
Low Cost Airlines
CONSUMERS• What do they want?
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NEW ENTRANTS COMPETE ON PRICE TO ATTRACT CONSUMERS…
Entire industry suffers as a result
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REVENUE AND COST COMPONENT MOVE IN OPPOSITE DIRECTION
Price and Fuel cost (Q1/04 –Q2/05)
0
500
1000
1500
2000
2500
3000
3500
4000
0
10
20
30
40
50
60
PriceFuel Cost (USD)
Price (Baht) Crude oil price
(USD/barrel)
Q1/04 Q1204 Q3/04 Q4/04 Q1/05 Q2/05
Source: West Texas Intermediate, Internet prices
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Low Cost Airlines
DEMAND
• Recent natural disaster disrupts Thai tourism, hence demand for air travelling
REGULATIONS• AOT privatization
• `Construction scandal
CONSUMERS• What do they want?
VARIOUS FORCES AFFECTING BUSINESS
SUPPLY
• Seasonal Business causes periodic excess capacity- industry avg. load factor at 70%
• Excess supply leads to price wars which disrupts business economics• Rising fuel price further ruins profitability
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DEMAND IMPACTED BY UNFORTUNATE PHENOMENON OF NATURE
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RESULTED IN A DROP OF INTERNATIONAL TRAFFIC
TsunamiAsia has the highest air
traffic in 2004
Which dropped post tsunami
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VARIOUS FORCES AFFECTING BUSINESS
REGULATIONS•AOT privatization
• Construction scandalSUPPLY
• Seasonal Business causes periodic excess capacity- industry avg. load factor at 70%
• Excess supply leads to price wars which disrupts business economics• Rising fuel price further ruins profitability
DEMAND
Recent natural disaster disrupts Thai tourism, hence demand for air
travelling
Low Cost Airlines
CONSUMERS• What do they want?
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ASIAN CONSUMERS ARE INHERENTLY DIFFERENT“Low Cost” Shifting To “Low Fare”
AirAsia One-Two-GO SQ
Offerings
Strategy
“Low cost” “Low Fare”
•No frills•Small pitched seating•No in-flight entertainment
“Legacy”
•Minimal Service•Simple fares•Extended Economy
•Full service
•Homogeneous fleet•Cut-throat pricing•Inflexible Fares
•Explore new aircraft types•More flexible fares•Innovative marketing
•Alliances•Compete to enhance consumers’ value perception
Level of consumer focused
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VARIOUS FORCES AFFECTING BUSINESS
REGULATIONS• Standards
• AOT privatization• Construction scandal
DEMAND
• Potential growing demand from economic recovery
-SEA GDP is growing• roughly 5-8% per annum
• Close ties to China and India boosts trade and tourism• Local demand stimulated by govt. expansionary policies
SUPPLY
• Seasonal Business causes periodic excess capacity- industry avg. load factor at 70%
• Excess supply leads to price wars which disrupts business economics• Rising fuel price further ruins profitability
Low Cost Airlines
CONSUMERS• What do they want?
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NEW AIRPORT CONSTRUCTION SCANDAL SLOWS DOWN PROGRESS
Possible to delay airport launch
Bangkok Post, May 18th, 2005Airports of Thailand cannot clarify why it is continuing to pay installments to contractorITO Joint Venture to procure bomb-detection X-ray scanners for Suvarnabhumi airport, two months after the supplier, GE InVision, agreed to deal directly with AoT.
AoT paid 339.57 million baht to ITO Joint Venture on Jan 5 and another 371.91 million baht on Feb 9, even though the airport contractor was well aware of GE InVision's decision to sell the 26 CTX 9000 machines directly to AoT
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Colombo
AIRPORT PRIVATISATION EXPECTED TO CREATE AVIATION HUB, FOLLOWED BY MASSIVE INFRASTRUCTURE INVESTMENT
Further airport expansion very likely due to inadequate resources
PhuketSix 747s
Five Airbus 300s
14 ATR 400s
Single –3,000 metres
5.1 Mn/ yr
ChiangmaiFour 747s
Eight 737s
7 ATR 40s
14 ATR 40s
Single –3,000 metres
3.2 Mn/ yr
Apron capacity
Run way
Passenger terminal
Critical to ensure enough resources to match the growth
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CONCLUSION: GENERIC LCCs NEED TO IMPROVE VALUE PROPOSITION Four Factors Affecting Market
Source: Mercer Management Consulting
Increased Customer
Expectations
Increased business
complexity
Increased Competitive
Pressure
1 2 3 4Increased cost
pressure+ + +
• Improved onboard product
• Premium space seating options
• Increased connection opportunities
• Foray into network airlines primary hubs
• Purchase and deployment of regional jets
• Proliferation of LCCs in head-to-head competition
• Increased capital commitment by investment community
• Increased flexibility of network carriers post-bankruptcy/restructuring
• Increased complexity and improved value proposition pressures cost
Market Shifts
Simple/no-frills offerings will no longer be competitive. Generic LCCs will need to consider improved value proposition to be in the game
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AGENDA
Overview of Thai aviation and tourism industrySupplyDemand Consumer Regulations
Potential impact to tourism and economic development
Proposed key action steps required
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UNPROFITABLE OPERATION IMPACTS OVERALL ECONOMY
Unplanned future expansion• Infrastucture• Money market• Consumer
Unsustainablebusiness model• Industry loses
credibility to public• Debt/ loss accumulation
Unprofitable Operation• Price war• Surging cost
2
3
1
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THREE IMPACTS FROM AVIATION INDUSTRY ACTIVITIESThree Key Pillars Likely To Be Highly Affected
Airports/ terminals
Airport authorities (KLIA and Changi) are expanding terminals especially for low cost flights
Company’s IPO
Many LCC are persuingequity market as a financing option
Safety
Possibility of LCC would try to lower the maintenance due to rise in other cost items like energy cost
Infrastructure Capital market Consumers
Given the current market situation on the cost side and cut throat price war, it is unlikely that the current business model would work. Hence the relevant parts of the economy namely
infrastructure, capital market and consumers are at risk
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AGENDA
Overview of Thai aviation and tourism industrySupplyDemand Consumer Regulations
Potential impact to tourism and economic development
Proposed key action steps required
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KEY ACTION STEPS REQUIRED: SHIFTING TOWARDS A TRULY OPEN-SKY POLICY
More transparent control of aviation sector
Government to invest in related infrastructure and human resources to
match the industry’s rapid growth
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Thank You!