The Dallas Morning News Aviation Blog is has a story about Continental reporting exceptionall dramatic declines in unit revenues over the past month.  This is, I believe, the third time Continental has reported rapidly declining unit revenues in the past few months. 

 

At first, one might question what is going on in the industry that shows one legacy airline reporting such poor numbers and there seems to be no similar dire reports from other legacy airlines.  Indeed, most others are meeting expectations (remember that expectations as domestic industry aren’t that high to begin with right now) and yet Continental seems to be struggling.  

 

After thinking about this for a couple of days, I think I might have realized what is going on here.  First, every airline earns its money from different hubs.  There are very few overlapping airline hubs in the US.  Continental has hubs in Houston, Newark and Cleveland, for instance.  American has their major hubs in Dallas and Chicago.   Delta has major domestic hubs in Atlanta and Salt Lake City.  What this means is that each airline derives a good portion of its revenue in markets where they are dominant and if those markets are doing poorly, they will too.

 

Now, Continental has Newark and Houston to contend with and both of those areas are large banking and financial centers.  Both are suffering a little bit worse than many in this economy and I suspect that business travel has been reduced dramatically in those areas.  Business class travelers are downgrading to economy and economy fliers just aren’t getting their trips approved at all. 

 

So far, Chicago and Dallas have weathered this storm a little better than expected and I think both American Airlines and United Airlines are managing to maneuver just enough to continue to meet financial expectations.  Atlanta is also doing just a little bit better as is Minnesota which means Delta continues to have maneuvering room.  Delta is exposed in Detroit, however.  Their subisidiary, Northwest Airlines dominates all of Michigan and industries in that area are being heavily impacted by the economy. 

 

Continental has made its success story from providing excellent service to business travelers.  It was (and will be again one day) a successful strategy due to focusing on attracting full fare or near full fare passengers and they focused a lot less on chasing the lowest fare passengers.  With economizing being the watchword at every company, I suspect many of the usual passengers are either deferring travel or quite possibly moving it to LCC competitors of Continental. 

 

The key to Continental’s (and other airline suffering this kind of revenue problem) surviving is being able to weather the crisis while maintaining their superior service.  That becomes doubly difficult with no end in sight for this economic crisis.  However, their management team is extremely capable and very tuned in to the needs of an airline.  If there is a team that can manage this event, it is Continental’s. 

 

I continue to watch for signs that United is weakening more financially and, so far, there are very few public hints.  This strikes me as odd since United is a bit more exposed than most.  They have a generally less fuel efficient fleet, they are subject to more direct competition from both legacy carriers and LCC carriers at more of their hubs and they have what may well be the most acrimonious relationship with their labor of all the legacy carriers.   It makes me wonder what, if anything, they might be successfully concealing in their financial health. 

 

American Airlines is reporting numbers that suggest that they are struggling to maintain their cash reserves at this point.  They are, however, taking steps to reduce their costs by cutting their fleet numbers and renewing more of their fleet than originally planned.  However, they too, have bad relationships with their labor organizations.  In fact, every major union at AA is now actively lobbying for the opportunity to move closer to a strike.  There is not one word of any agreement on any contract issue and AA’s strategy appears to be delay, delay, delay.  At some point, you really do have to come to agreement with your unions and get on with other important management issues of the day.

 

I think Continental will recapture its regular business traveler as things improve.  They do too good a job of taking care of their customers at a competitive price.  Other airlines, however, may discover that their customers have found better options.  After all, if you are going to be abused, why not be abused for the lowest price possible?

 

Filed under: Airline News, Airline Service by ajax