Swiss Airlines has encountered significant challenges recently, including a tragic forced landing that led to a flight attendant’s death. CEO Jens Fehlinger, who has a background in crisis management, aims to improve operations and restore the airline’s premium status amid ongoing investigations and service criticisms. Plans for modernization include new aircraft and enhanced customer experiences. Despite external pressures and rising operational costs, Swiss is focused on growth and stability while addressing punctuality and service quality concerns.
Challenges Faced by Swiss Airlines
In the past few months, Swiss Airlines has faced a series of crises, including a tragic incident involving a forced landing that resulted in the death of a young flight attendant. Since Jens Fehlinger took the reins as CEO 140 days ago, he has encountered challenges that were far from what he anticipated. With eighteen years of experience at the Lufthansa Group and a background in crisis management during the COVID-19 pandemic, Fehlinger is well-equipped, yet the recent events have taken him by surprise.
Commitment to Quality and Improvement
In his first media interview since becoming CEO, Fehlinger expressed the profound impact of the recent tragedies on the airline. He aims to steer Swiss Airlines through these turbulent times, emphasizing that he prefers not to take a passive approach. As an experienced pilot, he understands the importance of actively navigating through challenges rather than relying on autopilot.
Amid ongoing investigations related to the emergency landing, Fehlinger highlighted the need for substantial improvements in Swiss’s operations. He acknowledged areas where customer expectations have not been met, including delays and lost luggage, and the age of the aircraft in the fleet. To address these issues, Swiss plans to introduce modern A350 aircraft featuring first-class suites, enhance onboard meals, and revamp the premium economy class. Additionally, a new lounge is under construction at Zurich Airport to provide premium customers with an improved experience.
Despite these efforts, concerns linger regarding Swiss’s status as a premium airline. Frequent travelers have voiced criticism about the service quality, particularly after a recent classification by airlineratings.com, which categorized Swiss as a “hybrid” airline rather than a full-service provider. Fehlinger recognizes the importance of maintaining a premium image to justify ticket prices, stating that Swiss is making significant investments to enhance its offerings.
Fehlinger also pointed to external factors impacting the airline’s performance, including geopolitical challenges and operational issues at Zurich Airport. The airline’s punctuality rate currently sits at 65%, with a long-term goal of 80%. After a record growth in seat capacity last year, Swiss plans to reduce its growth rate at Zurich by half to ensure sustainable operations.
Furthermore, the regulatory landscape poses challenges for Swiss Airlines, with rising air traffic control fees and additional costs related to noise and environmental regulations. While Swiss is expanding its presence at Geneva Airport, no alternative hub in Switzerland matches Zurich’s capacity for intercontinental flights. Collaborative efforts are in place to enhance operations and minimize luggage loss rates.
On a positive note, the cost-cutting initiatives within the Lufthansa Group could benefit Swiss Airlines by fostering greater efficiency without compromising ticket prices. Unlike its parent company, Swiss aims to grow its workforce rather than reduce it, having already hired over a thousand employees in 2024, with plans to continue hiring in the coming year.
As Fehlinger looks ahead to 2025, he remains hopeful for a year characterized by fewer crises and more stability for Swiss Airlines.