Nordic Aviation mounts up with wings of Slovenes

Photo: Erik Prozes

Held at economy ministry Saturday afternoon, the end-of-Estonian Air press conference was curt and business-like, to-the-point and free from the feeling of a funeral. The event held in the evening at Tallinn Airport to present the fresh and aspiring Estonian national airline Nordic Aviation Group was altogether other than: the atmosphere was festive, coffee and buns straight out of oven, and lion's share of the 24 of new staff present with tired yet happy and hopeful faces sporting a blue T-shirt enthusing that «Flights are Happening».

As specified by the new airline’s rock style board member Erik Sakkov, Nordic Aviation is not an airline as yet – but one arranging flights. The airline extending a helping hand to take on the bulk of former Estonian Air flights is Adria Airways from Slovenia – a tiny EU member comparable to Estonia by size and past.

Adorning the press conference tables stood model aircraft with Adria Airways logos. Also tired yet presenting hopeful and believing countenances, the Slovenes sat in back rows at the event.

In three short weeks, Estonians and Slovenes had managed to arrange flights from Tallinn to eight European capitals starting yesterday. At the end of the year, the flights to Munich will be restored. Among Estonian Air’s recent destinations, the only one still unclear regarding the «whether and when» is St Petersburg.  

Type of plane decisive

Why the Slovenian company? Mr Sakkov said there we not too many options as Nordic Aviation wishes to build its lines network on the very Bombardiers built in Canada with which the troubles of Estonian Air seemed to start. These being the planes the purchase of which was decided by former Estonian Air majority holder SAS based on its business plans which ended up hanging around the Estonian airline’s neck. The three planes are now owned by a national holding company Transpordi Varahaldus, and Mr Sakkov says their new company intends to begin leasing them as soon as possible to then be staffed with Estonian crews. During the initial months, planes and crews from five international firms will be flying from Tallinn.

But why stick with Bombardiers? Mr Sakkov says these are efficient. «One aspect we assess is how comfortable are the seats and if guys as tall as me can move around in them in comfort, but aviation is saving any penny and we need an efficient aircraft. These planes are 20 percent cheaper to use than the Embraers introduced by Estonian Air lately,» explained Mr Sakkov. «Bombardier CRJ is also quiet and comfy and guzzles not overmuch fuel.»

And as Adria Airways is also using Bombardiers, the Slovenian company was among the few cooperation options.

Nordic Aviation Group chairman Peeter Tohver said the Slovenes have been easy to communicate with, a good chemistry having been created.  

About itself, Adria Airways says they are national airline in aviation for half a century, their quality evidenced by belonging in Star Alliance.

From their capital Ljubljana, the Slovenian company services 170 flights a week. To compare: Estonian Air had 60–70 weekly departures from Tallinn. All in all, the Slovenian company offers their people access to 193 countries of destination; with Estonia, the figure has recently remained about 90. While Adria Airways last year carried 1.1 million people, Estonian Air flew some half million. As to turnovers, the Slovenians are about twice the size as well: €151m vs Estonian Air’s 60 to 70 million euros.

Mr Tohver says the new partners planned for about a year have had problems managing their costs – like all airlines working in tough competition. «Fuel prices are rising, wages are rising, but perhaps they have been able to sell themselves at a decent, normal price,» said Mr Tohver.

Having also undergone EU competition scrutiny, the Slovenes thankfully survived.

Cooperate or die

As all airlines tend to be in trouble these days, Mr Tohver says continued cooperation will also be vital for Estonia’s new airline. Will it still be Adria Airways or some nearby neighbour, this is too early to tell for the firm established in three weeks.

«We can’t say right now what will be happening tomorrow or the day after, but the perspective is cooperation one way or another: whether we will merge production with someone or do marketing together or have joint sales,» said the chairman. «If we go it together with someone, it can only be built on shared interests, if these significantly outnumber the confrontations,» said Mr Tohver while acknowledging that with a closest – airBaltic – the latter, alas, have been abundant.

What’s the dream plan for the new airline, what kind of service should be featured on board of Nordic Aviation aircraft?

Mr Sakkov said this would have to be something unique. «We might attach wings to flight attendants, do something cool. Or maybe offer Estonian national foods not some international stuff. Our planes will be our airborne Embassies, and we want to have it so that all will be excited,» said Mr Sakkov. «If we made it with the airport, we will make it in aviation. It’ll take a little time, and we need to believe in what we are doing.»

Even so, Mr Sakkov admits there is no guarantee the firm is not on the rocks a year from now. «But we hope to have stability, that we will not be bothered, that they will let us develop with stability. Secondly, we are not hampered by some EU investigation – as it was with Estonian Air for these past three years – during the which opening new lines was forbidden. And, thirdly, we have no  bad old contracts which we would be stuck in. And we have no old loans to keep kicking like a dead cow.»