With its non-profit model, humanitarian airline Bluelight could be a game changer in crisis relief
A new Swiss airline pitching itself as a go-to carrier for crisis response offers an intriguing twist: it plans to be a non-profit. Geneva-based Bluelight aims to kick off operations next year using a converted Airbus A340 and eventually expand globally to offer quick and efficient humanitarian services at affordable fixed rates. Profit-driven models inflate costs and, given that a lack of aid deliveries have exacerbated both human and natural disasters this year, it sounds like a very solid business plan.
So how will it work? A veteran wide-body A340, the last of which are currently being retired from commercial airline fleets, will be fixed up and fitted to offer transport of people and goods, with a flying hospital for transporting the injured. It is ideal for this kind of mission and it’s likely that used models are entering the market at good prices. The plane will be an effective one-stop shop for disaster response, whether it’s evacuation from war zones or lifting crucial cargo into areas struck by flooding or storms. With a four-engine setup, the A340 can fly long distances over remote areas and its range will presumably also prove advantageous when entering and exiting places where refuelling isn’t an option.
Bluelight’s plan to offer fixed rates for transport without what’s known as yield management – essentially, dynamic pricing that uses predictive algorithms to charge the highest amount possible – is noteworthy. This method is used to great advantage by passenger airlines and cargo carriers alike. Seeking instead to cover costs and nothing more means that Bluelight doesn’t intend to profit when demand is at a peak – as is usually the case when aid is urgently needed.
So if there’s a need for such a service, why is there nothing else like it on the market? For a start, the risk is huge. The traditional model for anything to do with aviation is built upon maximum aircraft use – these are ultra-expensive assets, which means that you ideally want them working (as in flying) round the clock with minimal ground time. Traditional cargo operators do this very well. The reality could be that these A340s find themselves grounded for too long.
If Bluelight is smart, it will launch carefully and not seek to expand too quickly, making a name for itself while keeping operations lean and costs low. And if it manages to stay flexible, the company can feel optimistic about its chances of survival. Not seeking to turn a profit on its activities certainly helps.
It’s an exciting prospect and a good-news story for aviation: an airline that could make a significant difference in efficiently getting goods and people where they’re needed without any nasty price-gouging of those in need. Bluelight initially plans to service Africa and the Middle East but it’s already laying the work for global expansion, with plans for a mixed fleet (said to also include unmanned aerial vehicles). Call it blue-sky thinking.
Gabriel Leigh is Monocle’s transport correspondent. For more opinion, analysis and insight, subscribe to Monocle today.
