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Row over Aurigny’s commercial strategy

Row over Aurigny’s commercial strategy

Tuesday 12 March 2024

Row over Aurigny’s commercial strategy

Tuesday 12 March 2024


Aurigny and the States have defended prices for upcoming flights and rejected claims capacity has been reduced on London routes after recent criticism from a hospitality lobby group.

The Guernsey Hospitality Association’s executive board penned a letter to the media claiming “it now appears that on the Gatwick route Aurigny have reduced capacity, and increased fares significantly.

“On several dates this month there are fares for one-way travel costing over £189, with some reaching as high as £209, and this is without baggage. With return fares adding up to as much as £400 without baggage we have to ask how these high-cost air fares are justified.” 

Aurigny has criticised the group for being selective with its flight searches during a school holiday period, and the airline also batted down claims there are fewer seats flying into the UK capital each day. 

“The data point which the Guernsey Hospitality Association has chosen to highlight is outbound prices from next week.... this is just before the school Easter break, a very popular time for customers to book for the London Gatwick route... It’s not surprising that two flights that day are already sold out and the increase in demand understandably impacts the prices of remaining seats,” a spokesperson said.  

Casting the net more widely shows seats available from £79.99 on 18 March when demand is lower. Inbound customers who would experience Guernsey hospitality the same week can currently find seats from £69.99.” 

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Pictured: The GHA board have previously called for an extension to Guernsey's runway.

The airline said over 6,000 seats are still available this month, with capacity into London airports set to increase by 30% with 400 extra seats from April.  

It comes as social media debate hots up on the role of the public airline, with several businesspeople questioning its strategy of profit making at a perceived cost of high prices and more fragile services.   

The Hospitality Association highlighted that a legal document setting out the agreement between government and Aurigny says that the airline should deliver “reliable” services and “forsake a profit motive beyond that needed to be financially self-sufficient in favour of affordable air travel”. 

It questioned the strategy of management, which has been praised for getting the airline into a better commercial position, but with perceived higher prices and a more stretched programme of flights with fewer aircraft. 

Political oversight comes from Policy & Resources, Economic Development, and the States Trading Supervisory Board. 

“Can the three committees tasked with reviewing the policy tell us who is actually doing this job and therefore possibly accountable for the lack of action, or is this policy document meaningless?” 

The STSB chose to not comment on the points raised by the GHA on political oversight and the air policy framework. P&R and ED didn’t respond in time for publication. 

But STSB President, Deputy Peter Roffey did back up Aurigny’s position on upcoming flight prices. 

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Pictured: Deputy Peter Roffey.

“Flights generally tend to be more expensive when booking at relatively short notice, and also around peak travel periods, like the Easter holidays,” he said. 

“It is unfair to suggest that what would generally now be last minute bookings reflect the full range of seat prices that will have been available.  

“There are still lots of seats available in March, both to London and other UK destinations, for less than the £189 being quoted. More importantly for the hospitality sector, for anyone wanting to come for a break in Guernsey, there are plenty of seats between now and Easter, including fares from £69.99. 

“Overall, the average fare on the London routes is below £100 each way, with many seats available for £59.99. So the examples being quoted by the GHA are very much last-minute prices coinciding with a peak travel period.” 

Aurigny added: “Prices are determined by various factors, including airport taxes, fuel and duty.  

“We are committed to delivering the best service at the best possible prices for our customers.” 

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