Australia is set to receive a new low-cost airline from early next year when Bonza launches into the post-pandemic sky. The budget airline is promising to deliver “ultra-low prices” for domestic travel around the country beginning in 2022. With travel interest expected to peak as Australia emerges from its Delta-enforced bubble and border restrictions lift, the timing couldn’t be better. But what is Bonza and where will it fly?
What is Bonza?
Bonza is a new low-cost airline based in Australia and backed by a US investment firm. Announced in early October, the airline is headed up by ex-Virgin Blue executive Tim Jordan, who outlined plans for the business to capitalise on previously overlooked routes. According to Jordan, Bonza aims to rival the low ticket prices sold by the likes of EasyJet and RyanAir on short-haul European routes.
“Bonza’s mission is to encourage more travel by providing more choices and ultra-low fares, particularly into leisure destinations where travel is now often limited to connections via major cities,” CEO and founder Jordan said.
Jordan has more than 25 years of experience in the aviation industry, having recently served as the managing director of FlyArystan, the first low-cost carrier in Central Asia. Partnering up with US investment firm 777 Partners, Jordan’s new venture Bonza, which is still subject to regulatory approval, expects to launch services in early 2022 with Boeing 737-8 aircraft. Reports have indicated that Bonza’s ambition will be broad, however, the immediate focus appears to be on regional communities, with new routes in the works.
“We see huge potential in the Australian market to deliver the benefits and options that an independent low fare airline brings,” 777 Partners managing partner Josh Wander said in a statement.
Where Will Bonza Fly?
As outlined by Jordan, Bonza is basing its headquarters in regional Australia and as such, the focus seems to be on commuting to the traditionally hard to get to wonders Down Under. According to industry analysts, it would be a wise move. The airline’s goal of taking budget-conscious passengers to domestic tourist destinations would fill a major gap in the market, particularly in the wake of the pandemic.
As revealed by The Guardian, Jordan has already sent out expressions of interest to 46 airports across all states and territories, seeking “regions and cities to step forward to be part of our initial route network”.
“Our product will not appeal to the business traveller – there won’t be multiple frequencies a day you can choose from for those who need to return later that day. It will be more like three or four frequencies on a route per week,” he told The Guardian.
“This allows us to fly routes where there isn’t currently a non-stop service between the two points … We won’t be stealing traffic from other airlines, we’ll be growing demand for domestic trips. More than half of the markets we will operate in, no other carrier currently flies.”
Jordan’s comments suggest Bonza will not be targeting the key regions of Brisbane, Melbourne and Sydney. The move, while not ideal for passengers, could help Bonza get off the ground in the immediate future. Should the brand attempt to muscle in on the existing competition, big names such as Virgin and Qantas will likely put up a fight.
How Cheap is Bonza?
While Bonza is aiming to be a cheaper alternative to the major carriers, it’s unlikely Australians will see the same cheap deals that European budget airlines offer. The likes of RyanAir offer flights from as little as £4.99, with obvious after-market taxes and extras bulking the final figure.
In Australia, the stiff competition, legislative requirements and vast travel distances make the prospect of cheap flights slightly more difficult, however, Jordan may be on to something. Studies have shown that low-cost carriers are different from conventional airlines in that they implement strategies to reduce costs. Namely, using secondary airports because these tend to have lower airport charges. By avoiding the ‘Golden Triangle’ of Brisbane, Melbourne and Sydney, Bonza may be able to keep airfares down.
At this stage there is no word on how cheap Bonza flights will be, however, with Virgin introducing $39 specials, you can expect a race to the bottom, which is not always a bad thing for consumers.
When is Bonza Launching?
Jordan has outlined plans to launch Bonza in early 2022. Initially, the low-cost airline will start with a few routes before expanding its operation. Importantly, the airline is not a sure bet. Bonza is currently awaiting necessary regulatory approvals before it can take to Australia’s skies.
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General FAQs
Bonza is a new low-cost airline based in Australia and backed by US investment firm 777 Partners. Announced in early October, the airline is headed up by ex-Virgin Blue executive Tim Jordan, who outlined plans for the business to rival the low ticket prices sold by the likes of EasyJet and RyanAir on short-haul European routes.
As outlined by founder and CEO Tim Jordan, low-cost airline Bonza will not be targeting the key regions of Brisbane, Melbourne and Sydney. While no official routes have been named, the airline appears to be targeting regional tourist destinations outside of the traditional airline scope.
While it is currently awaiting necessary regulatory approvals, Bonza is expect to launch in early 2022.
