Ben Smith Lufthansa’s Muddled Eurowings Strategy

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Ben Smith

After recently announcing plans to discontinue longhaul routes on Eurowings, now Lufthansa is adding four new Eurowings routes to the United States. It’s a sign that Lufthansa doesn’t know what to do with its underperforming budget unit.

Next spring, Eurowings will launch four new routes:

  • Munich to Las Vegas
    • Begins April 7, 2020
    • 2X per week
      • Munich to Orlando dep 9:10AM arr 1:55PM
      • Orlando to Munich dep 3:45PM arr 7:20AM+1 day
  • Munich to Orlando
    • 3X per week
    • Begins April 7, 2020
      • Munich to Orlando dep 9:10AM arr 1:55PM
      • Orlando to Munich dep 3:45PM arr 7:20AM+1 day
  • Frankfurt to Phoenix
    • Begins April 29, 2020
    • 5X per week
      • Frankfurt to Phoenix dep 2:05PM arr 5:05PM
      • Phoenix to Frankfurt dep 6:55PM arr 3:05PM+1 day
  • Frankfurt to Anchorage
    • Begins June 01, 2020
    • 3X per week
      • Frankfurt to Anchorage dep 10:30AM arr 11:55AM
      • Anchorage to Frankfurt dep 1:55PM arr 10:45AM+1 day

This marks a divergent strategy from Eurowings’ new business plan only five weeks ago. In late June, Lufthansa announced it would re-direct its Eurowings operation away from Frankfurt and Munich and focus exclusively on short-haul flights. It also planned to standardize its fleet to Airbus A320 jets, which it hoped would bring the division to profitability by 2021.

Ben Smith

This announcement represents a total abandonment of that policy. And policy itself marked another 180º turn from Lufthansa’s pre-June plan to fold Brussels A

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