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Sun Country Airlines to emulate no-frills carriers

Sun Country Airlines want to adopt a new business model and transform itself on the similar lines of ultra low-cost carriers such as Ryanair, Frontier Airlines and Spirit Airlines. Sun Country Airlines’ new CEO Jude Bricker said that the company is eager to increase its revenues, particularly through fees. Moreover, the airline is also looking forward to cut costs and extend its network beyond its hub at Minneapolis-St. Paul International Airport. Sun Country Airlines is presently offering flights services to about 40 destinations in the United States, Mexico and the Caribbean, mostly from its Minnesota hub.

Bricker said, “The customers of Sun Country Airlines are essentially leisure travelers and pay their own money for their travel. The airline wants to make their travel hassle-free and smooth by adding more seats to its aircrafts fleet. We are also going to increase our company’s revenue base by adding new fees for carry-on baggage, which are being charged by other LCCs like Spirit and Frontier.”

Bricker further added that Sun Country Airlines is presently placed in a piquant situation when it comes to comparing with legacy carriers such as American Airlines, United Airlines and Delta Air Lines on one hand, and low-cost rivals such as Spirit Airlines and Frontier Airlines on the other. It neither has loyal customers through incentives and frequent-flyer programs, nor it offer cheap airfares just like its LCC competitors. The company would want to offer something in between, and yet continue to be different and provide a better product.

Marty Davis, founder and owner of Sun Country Airlines, has also expressed his opinion regarding the airline’s transformation and future. He said that though Sun Country Airlines is going to be revamped, but it won’t “nickel and dime customers”. “Our aim would be to stabilize the airline for growth in long term by harmonizing and finding the right balance between customer service and pricing. We at the same time also acknowledge the fact that Sun Country Airlines is a brand in itself. It is valuable for us as it has always been constantly, and this isn’t going to be changed in any way whatsoever,” he said.

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