Low-cost upstart Bonza airline entered the Australian market with a bang.
Upstart airliner Bonza launched in Australia with budgie-smugglers and purple cocktails, but 18 months later the low-cost carrier collapsed. Here’s why.
But less than 18 months after it first flew up into the skies in January 2023 to take on established behemoths Qantas and Virgin, Bonza is bust, collapsing into administration with thousands of passengers left stranded. The app-first approach may have shut out elderly Australians, who are generally not as technologically savvy as younger Australians, and Australian National University aviation guru Dr Zena Assaad said the approach posed serious “visibility issues”.
Bonza opted to go for regional routes, often flying direct to new tourist hotspots or linking smaller cities without transiting in a major hub.“Sydney is the biggest airport across Australia, to the point we now have Western Sydney Airport coming out,” she said.Even the behemoths struggle to survive.In addition to the standard struggles that confront all airlines, Australia’s domestic market is comparatively small.
“It’s a small market and it’s a concentrated market and I think it was incredibly hard for them to tap into that.”With such a limited fleet, there is little room for error and timetables can quickly become scrambled.Professor Merkert said there may not have been “sufficient demand” to keep the fleet afloat.
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