Budget Aviation Holdings, which owns and manages the SIA Group’s budget airlines Scoot and Tigerair, has announced its intention to pursue a single brand and operating licence by second half of next year.
The integration is expected to be realised between mid and end 2017, given the full spectrum of commercial, operational and regulatory considerations. This will encompass flight scheduling and connections, as well as touchpoint integration for guests including a common website, contact centre and check-in counters.
When asked if the Tigerair brand will completely cease to exist, a spokesperson from Scoot said:
“Tigerair continues to operate as a brand under Budget Aviation Holdings up to the point full integration is completed under a single brand – Scoot.”
Meanwhile, Tigerair Australia and Tigerair Taiwan both continue to use the Tigerair brand as franchisees.
“Scoot and Tigerair have made good progress in their integration since the establishment of Budget Aviation Holdings as a common holding company in May,” said Singapore Airlines CEO and Budget Aviation Holdings Chairman, Goh Choon Phong.
He added the integration has already led to commercial and operational synergies between Scoot and Tigerair that are providing growth opportunities for both airlines, an example being Scoot’s plan to launch its first European service, to Athens, next year.
“Following a review, we have determined that the logical next step is to pursue a common operating licence and common brand identity to enable a more seamless travel experience for customers,” he added.
Budget Aviation Holdings CEO Lee Lik Hsin said: “Scoot – being the world’s first all-787 Dreamliner operator, three-time Marketer of the Year for two years running – has enabled us to be a transformative force in the industry by elevating the budget travel experience for our guests. The Tigerair business, which has an established network and market presence in Southeast Asia, will benefit from the strength of Scoot’s brand for the next phase of its growth. A single brand touchpoint will also enable a more seamless travel experience for guests across our network and allow us to bring Scootitude to more guests in the region.”