Air Moana marks its first year by capturing 20% of the French Polynesian market, focusing on superior service and innovation. The airline plans to expand regionally and aims for a 30-33% market share by 2024.
1. What is the current state of the domestic airline sector in French Polynesia? Challenges and opportunities?
Air Moana, a newly launched airline in French Polynesia, celebrated its first year of operation in 2023. Despite being a newcomer, Air Moana experienced substantial growth in the domestic airline sector, capturing around 20% of the market share. With a fleet of two leased ATR 72-600 aircraft and 250 employees, Air Moana serves six destinations and transported nearly 100,000 passengers in its inaugural year.
One of Air Moana's key achievements was obtaining the Air Carrier Certificate (CTA) from French authorities in a record time of 8 months, showcasing its commitment to safety and regulatory compliance. The company's strategic focus lies in offering superior service to differentiate itself from the incumbent airline. This includes onboard amenities such as Wi-Fi access, hot snacks, and locally sourced juices, aimed at enhancing the passenger experience.
Furthermore, Air Moana has prioritized innovation and digital transformation, positioning itself as a forward-thinking player in the industry. This approach has not only ensured a high level of safety but also enabled the airline to stay ahead in terms of technology and service quality.
Looking ahead, Air Moana aims to expand its presence further, particularly targeting the American market, which represents a significant growth opportunity. With a strong emphasis on safety, service quality, and innovation, Air Moana is poised for continued success in the years to come.
2. What are Air Moana's main strategic development axes to strengthen its position in the local market? What are your expectations and objectives for the next 5 years?
Air Moana delves into its strategic outlook and growth prospects with a strong emphasis on confidentiality. The airline sets ambitious targets, aiming to secure 20-25% of the market share by 2024, with a further target of 30-33%. Building on its successful first year, Air Moana has contributed to the overall market growth, witnessing a 16% increase since 2019.
In terms of expansion, Air Moana is actively exploring new routes to destinations such as Huahine, Fakarava, and Tetiaroa. Despite operational constraints, plans for fleet expansion to three ATR 72s in the near future will empower the airline to bolster existing routes and contemplate additional destinations, focusing on both domestic and regional markets.
The long-term vision involves enhancing regional connectivity to support broader economic objectives, aligning with the government's aspiration to achieve 600-1000 flights per week. Through strategic decision-making and fleet enhancement, Air Moana aims to play a pivotal role in realizing these goals.
A critical aspect deserving attention is our long-term development strategies. In the next three months, we are unveiling a bi-class system on our flights, introducing a premium class tailored to the discerning travelers from the US and Europe who seek luxurious experiences not readily available on domestic flights. Statistics underscore this demand, with approximately 1000 premium and business class seats arriving weekly from international carriers.
3. Can you tell us about Air Moana's strategic partnerships with other airlines and alliances in the aviation sector?
We are currently finalizing a one-year agreement with Air Tahiti Nui, a crucial step for our airline as we navigate the initial years of operation. Securing agreements with other airlines during this period is paramount, yet it poses challenges, notably obtaining accreditations like full IATA membership and partnership, including the rigorous IOSA accreditation. Despite operational priorities temporarily delaying this process, we are confident in successfully passing the audit. However, it's imperative to further demonstrate our capabilities within the first two years, as this timeframe is typically required for airlines to establish their standards. The IOSA certification, symbolizing a high level of compliance and safety, is particularly crucial. Pursuing such accreditations may be unconventional for an airline operating only two aircraft, but it underscores our unwavering commitment to excellence and our potential beyond expectations. While meeting and sustaining these standards entails operational demands and financial investments, they serve as tangible proof of the quality of our services and validate our position in the market.
4. What are the investment and tourism opportunities in Tahiti?
Additionally, our unique position as a territory boasting favorable tax regulations and geographical isolation presents opportunities for foreign direct investment (FDI), historically underutilized. By enhancing internet connectivity and focusing on luxury niche products such as pearls and vanilla, we aim to attract foreign investors and diversify our economy.
Despite challenges like high production costs, immense growth potential exists, particularly with strategic partnerships and targeted investments in sectors like technology and agriculture. While our aviation sector operates within a monopolistic environment, it offers stability and growth opportunities. Hence, capitalizing on our distinct advantages and fostering international collaborations will propel sustainable economic development and position French Polynesia as an appealing investment destination.
5. What is your final message to Newsweek readers considering French Polynesia as a potential investment and tourism destination?
Certainly, Air Moana offers its services to all travelers seeking consistent quality in their French Polynesian travel experiences. As the economy gears up for a rebound and historical cycles suggest a surge in foreign investments, the region is increasingly drawing attention, notably from American investors. This burgeoning interest is fueled by a growing disillusionment among Americans, who may perceive Hawaii as losing its allure due to recent issues. French Polynesia, with its well-educated and service-oriented population, presents a distinctive experience anchored in the concept of "mana," which embodies the energy, vibrations, and essence of the islands. This cultural richness, coupled with the region's potential for luxury niche products and foreign investment, positions it as an enticing destination on the global stage.
