By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Travel Radar - Aviation NewsTravel Radar - Aviation News
  • Breaking News
  • Aviation
    • Aircraft
    • Airlines
    • Airshow & Events
    • Careers
    • Manufacturing
  • Travel
    • Airports
    • Points & Loyalty
    • Technology
    • Trip Reviews
  • Newsletters
Reading: AviaDev Africa: South Africa’s New Low-Cost Carrier LIFT Pushes Boundaries
Share
Sign In
Notification Show More
Font ResizerAa
Font ResizerAa
Travel Radar - Aviation NewsTravel Radar - Aviation News
  • Breaking News
  • Aviation
    • Aircraft
    • Airlines
    • Airshow & Events
    • Careers
    • Manufacturing
  • Travel
    • Airports
    • Points & Loyalty
    • Technology
    • Trip Reviews
  • Newsletters
Have an existing account? Sign In
Follow US
Copyright © Travel Radar Media Ltd. 2024 | All Rights Reserved
Travel Radar - Aviation News > News > AviaDev Africa: South Africa’s New Low-Cost Carrier LIFT Pushes Boundaries

AviaDev Africa: South Africa’s New Low-Cost Carrier LIFT Pushes Boundaries

Satu Dahl
Last updated: 9 June 2021 13:15
By Satu Dahl 4 Min Read
Share
Image Supplied By LIFT.
Image Supplied By LIFT.
SHARE

South Africa’s new domestic carrier LIFT has made a bold entrance to the region’s aviation market since launching in December. The carrier says COVID-19 has proven that a supply-driven‚ high-debt airline model is not a sustainable approach and the time is now right for a demand-driven, flexible and agile business.

The carrier’s mission is ‘to demonstrate that South Africa can compete with the best while keeping customers at the centre of our operations’. The airline is a joint venture between Gidon Novick, Jonathan Ayache and South African-based ACMI (Aircraft, Crew, Maintenance, and Insurance) specialist Global Airways. It currently operates one of the world’s busiest domestic routes, Capetown–Johannesburg, and has a number of other routes under consideration, including international destinations such as Zimbabwe.

Jonathan Ayache‚ CEO of LIFT who was interviewed as part of AviaDev Africa’s thought-provoking programme during the first day of the event, says the carrier’s flexible and agile business strategy that utilises the ACMI model means that it is only paying for aircraft when it is actually flying. It has an all-Airbus fleet available when required and the airline’s customers also reap the benefits of this flexibility – they can change or cancel flights as and when necessary and get a 100% refund to their LIFT Wallet to use at a later date. Currently, LIFT’s customer base consists mostly of leisure travellers but Ayache says that as business travel recovers, this will bring that market segment into the carrier’s focus too.

LIFT Airline

Turning a challenge into a success

Ayache was previously Head of Operations for Uber in Sub-Saharan Africa. Having launched Uber in Africa in 2013, he says the experience he gained at the company gave him invaluable insight into how to make a huge challenge into a success. “Just because something is a crazy idea, it doesn’t mean you can’t do it”, he stated, explaining that after launching the completely new concept unheard of in the region previously, today, millions of people use Uber in Africa and this is the sort of experience he brings into the table at LIFT.

Ayache says the teams working across the carrier’s operations are a massive part of its success so far. The airline has been very fortunate to employ highly experienced people from a big pool of talent that has been created due to job cuts caused by COVID-19 at other airlines.

The carrier’s focus is on its customers and sustainable growth, Ayache says. However, he stresses that one of the biggest risks is to try grow too quickly. “This is something larger players have done – and they have taken on huge debt to achieve it.” Regarding customers, they are in the heart of the carrier’s strategy: “I want to make sure we keep pushing the boundaries when it comes to creating the best possible customer experience.”

You Might Also Like

Turkish Technic: Istanbul to become global Rolls-Royce maintenance hub

Indian airports disrupted by ongoing closures

Delta and Korean Air to Acquire Minority Stakes in WestJet

Domestic US flights now require a Real ID

Finnair Launches New Destination of Kirkenes

Share This Article
Facebook Twitter Email Copy Link
What’s your thoughts?
Love0
Sad0
Happy0
Angry0
Satu Dahl
By Satu Dahl
Satu Dahl is our Chief Content Officer and an experienced journalist and editor specialising in aviation. Over the years, she has edited several aviation publications and websites, including the Aircraft Cabin Management, Low-Cost & Regional Airline Business, Regional International & MRO Management magazines.
Previous Article SMBC’s Faith in The 737-8 Max
Next Article New Sleep Pods unveiled by British Airways at Heathrow Airport, image by Globetrender British Airways Unveil New Sleep Pods At Heathrow
Leave a comment
Subscribe
Login
Notify of
guest
guest
0 Comments
Oldest
Newest Upvoted
Inline Feedbacks
View all comments

Stay Connected

FacebookLike
TwitterFollow
InstagramFollow
YoutubeSubscribe

Trending News

Lilo and Stitch livery on Hawaiian Airlines' Airbus A330 © Hawaiian Airlines
Hawaiian Airlines and Disney Reveal Lilo & Stitch Livery
Aircraft Airlines Aviation Travel
A photo of Belfast International Airport Arrivals
Belfast International Airport Unveils First Upgrade in £100 Million Plan
Airlines Airports Aviation Travel
Air Canada aircraft and The Landline Company motorcoach
Air Canada and The Landline Company Extend Agreement for Luxury Land-Air Connections
Airlines Airports Aviation Travel
© Dream of Travel Writing
How travel can be a learning experience
Did You Know Travel Radar
© National Geographic
Travel as a Topic for a Reflective Essay
Did You Know Travel
//

Travel Radar is the leading digital hub for all things aviation and air-travel. Discover our latest aviation news, aviation data, insight and analysis.

Discover

  • About Us
  • Contact Us
  • Careers
  • Press & PR
  • Privacy & Legal

Our Content

  • News
  • Data
  • Images
  • Jobs
  • Subscribe

Sign Up for Our Newsletter

Subscribe to our newsletter to get our newest articles instantly!

Click here to Signup!

© Travel Radar Media Ltd. 2015-2025 | ISSN #2635-0696 | Trademark #UK00003579704
wpDiscuz
adbanner
AdBlock Detected
Ads help us bring you high-quality, independent journalism for free. Support us by whitelisting us from your ad blocker.
Okay, I'll Whitelist
Welcome to the TR Community!

Sign in to your account

Register Lost your password?