Flyadeal, Saudi Arabia's low-cost carrier (LCC), was recently presented the Capa Asia Pacific Start-up of the Year Award for 2018.

Centre for Asia Pacific Aviation (Capa) is one of the world’s most trusted sources of market intelligence for the aviation and travel industry and their awards for excellence are intended to reward airlines and airports that are not only successful but have also provided industry leadership in adjusting to a new environment. The start-up of the year award is for the past year’s airline start-up that has been the most innovative and had the greatest impact on the industry since launch.

A senior Capa source explained that flyadeal was selected for its highly successful launch and innovative marketing strategy. Particular credit was given for recognising the market was ready for a true LCC and that the model has worked, stimulating demand and capturing high load factors from the first day with a strong following, particularly among young Saudis. Capa took the view that the airline’s marketing campaigns had successfully educated customers about its low fares no frills approach and resulted in very strong brand recognition.

Peter Harbison, the chairman of Capa, said: “Flyadeal is off to great start and is already succeeding in a challenging market where others have failed.” He added: “The new LCC is poised for future rapid growth given its strong position in Saudi Arabia’s rapidly growing market, where there is huge pent up demand at the bottom end, and its affiliation with a reinvigorated Saudia.”

In accepting the award at a ceremony in Singapore, Con Korfiatis, flyadeal CEO, said: “Being recognised by a globally respected international body is a fantastic achievement for the airline and this is due to the passion, dedication and hard work of over 400 flyadeal staff … something the whole team is proud of. Everyday low fares have arrived in Saudi Arabia and our journey so far as a young airline is proof that there is a huge market for our product here and beyond.” - TradeArabia News Service