Estonian Air again eager to spread wings

Photo: Albert Truuväärt

Flagship is gearing up to entertain passengers. Water will flow without cost and what’s more: we smell free coffee and candy.

A few years ago Estonian Air «classified» its ticket system and the ordinary passenger was even asked to pay for their water once on board. Now, the airline is making it comfortable again to fly.

For starters, October came with free water returned. In near future, entertainment package is presented.

«Even in difficult times, one may never forget who are the clients who really bring the money. It is not the bookkeeper, you see, who pays our salary – it’s the customer,» said Estonian Air board member Indrek Randveer, already employed for six months. «As the other enterprises advance and develop, we also have to upgrade our services and find such solutions as are good for client and company alike.»

As financially Estonian Air still isn’t really shining and the Infotar money ship is but a speck on the horizon, Mr Randveer admitted they would be in no position to hand free items to passengers, if not for cooperation of producers. Explaining: while a couple of months ago the airline was adamant as to the impossibility of water without price, now the thirst is quenched without charge by A. Le Coq – whose employees are rewarded by a certain amount of free flights.

«There are other projects on the table, water will not be the only thing to make a comeback. With several companies, we are working towards handing the passengers candy at touchdown, and we are working at tea and coffee,» said Mr Randveer.

As a service altogether new, next week sees testing of on-board intranet-type entertainment which will mean letting the people use the plane’s WiFi via their smart devices where they are able to read newspapers, magazines and e-books, play games, buy stuff at the on-board store, and send other passengers messages. Some services will be free, some costing money. «Again a thing or two that makes flying nicer and one needs not think when will it end,» explained Mr Randveer.

According to him, they are working on several fronts at high intensity to start growing again. With regular flights, to lure extra customers they are improving the on-flight service and lines network. New summer and winter lines are in store. For instance, there will be flights to Milano, and they’ll be thinking about Germany more. «Next year, we will surely be doing the Berlin flights longer than this year, as we saw people wanted to go there but not in the winter. An Estonian does run after the warmth,» related Mr Randveer.

Also, Estonian Air will be doing more charter flights. By now, deals are signed with five travel agents whose clients will be hauled to all kinds of places from Faroe Islands to Turkey. As the flagship’s small planes can’t do the usual mega orders, they are focussing on smaller destinations and flexibility i.e. are in readiness to have travel agents share their planes.

As a third direction, Estonian Air wants to start flying international lines not involving Estonia. «We simply have to get outside of Estonia to make more money and profits, so we can survive in this competitive situation. In Estonia we will not grow as the population is as it is. Geopolitically, we are enjoying a super nice spot – a bridge between the East and the West – but when it comes to flying we are being bypassed far and wide. To where the people are, as there the needs and profitability are greater,» explained Mr Randveer.

According to him, projects are being searched for in Scandinavia and elsewhere in Europe. At the moment, a contract exists for flights within Sweden. Mr Randveer says Estonian Air has the international advantage of low labour costs.

Meanwhile, a line takes time to «get going» and to taxpayers this will be hard to explain; therefore, Mr Randveer hopes that once in private ownership the international options will be enhanced. For instance, they just had to withdraw from the Växjö-Amsterdam line as the money just up and run out.

Parallel to the above, cooperation is sought for regarding marketing. Namely, Mr Randveer is offering entrepreneurs and the state the option to advertise themselves on board – or even on the body – of planes. «Doing a project like that with a small company like us is rather different financially as when talking to SAS or something. We are more compact, faster, and probably also hungrier to seek such cooperation options,» he said.

As envisioned by Mr Randveer, Estonian Air ought to be more than just an airline – rather, why not grow into a kind of e-TravelAgent. Explaining: via their website, an individual might order a rental car, book a hotel room, and fix the insurance. This year already, Estonian Air is hoping to be providing travel and ticket insurance.

The dropping ticket prices due to tough competition are, thinks Mr Randveer, already a problem for airlines and lion’s share in the region are suffering losses. «Over the past three-four years, all airlines have turned into budget carriers,» he noted. Estonian Air also has its frequent campaigns; not long ago, they came out with youth discounts and serial tickets.

Still, Mr Randveer would underline that direct flights will always cost more than these with intermediate stops as this saves the travellers’ time. «I’d actually call upon the people to fly direct from here mote often – otherwise, these flights will not be here for long and we will only be flying via Riga or Finland,» he said.

Mr Randveer said the last week’s news that in case of a positive state aid decision by European Commission Tallink’s owners wish to buy the airline from the state, is one highly encouraging piece of news and inspiring towards planning.

Also, there’d be the multiple options for Estonian Air/Tallink cooperation – such as organising a conference on a ship sailing towards Sweden and spending the night on the waters, and as the morning dawns the people swiftly fly back to native Tallinn.