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"An attitude is a little thing that makes a big difference", an adage of Winston Churchill that clearly defines the success of Turkish Airlines (TA). The Turkish Airlines is an epitome for Pakistan International Airlines (PIA) that how positive attitude can transform loss earning entity into profitable organization.
Before 2003, people were reluctant to fly with unless they really had no other option. Elderly aircraft, indifferent customer service and a distinctly patchy safety record all made discerning passengers shy away from the Istanbul-based carrier. But now the Turkish Airlines has established itself as one of the best airlines in the world within just 13 years with 21 per cent annual Revenue Passenger KM (RPK) growth.
Like some of the Gulf states, it has realised that aviation can be a powerful economic driver. The "Ottoman Empire" super connector now travels to 113 countries from Europe, the Middle East and Asia In its fleet, Turkish Airlines has around 300 aircraft and plan to add more 200 aircraft in its fleet by 2021. Turkey has the advantage of geography. Since ancient times the country has been the bridge between Asia and Europe. And, with the airline industry's centre of gravity moving steadily east and south, Turkey sees the opportunity to get in on the act pioneered by the Gulf Arab states.
The media tour, organised by the TA, is aimed at giving insight not only about the airline but also about the Istanbul, which is 3rd favourite tourists destination in Europe and 5th in the world. Istanbul, which connects Europe and Asia through Bosporus Strait, reflects cultural influences of the many empires that once ruled here. It is the best place for the tourists from Asia especially from Gulf states as it is economical as compared to Europe and tourists from Asia can experience cultural and historic centre with European flavour.
Speaking to a group of media from Pakistan and Afghanistan at TA head office located at Istanbul, A. Harun Basturk, vice president Sales for Asia & Far East believed that privatisation was not the only solution to improve financial condition of any loss-earning organization but positive attitude could do this wonder.
"It's all about attitude; people working in any organization must think good for the organization. If you change your attitude, no matter the organization is owned by government or private sector, it will start achieving goals". "I don't thing privatization is the only solution that any company has. There are lot of companies around the world, which are state owned but making profits and providing good services".
He said that Turkish Airlines, which is still owned by the government with 51 per cent share holding, has complete liberty to act like a private airline, which he considered as chief factor that revolutionised TA. Commenting on past PIA-TA agreement, he said: "It was so close to have an agreement with PIA - 'To connect Pakistan through Turkey' in 2011 but strong resistance from PIA unions had put all efforts in vain. This agreement could have win-win position for both carriers as flying many frequencies to Pakistan through Turkey could have been able to carry passengers beyond Turkey."
"PIA cannot be overturned as long as this type of union is going on. We are ready to have a partnership with PIA, if they settle down union issues," he added. "Current financial position of PIA is not good and also latest investments of Gulf carriers in Pakistan is creating difficulties for Pakistan's national carrier to become profitable".
He questioned that if they have six or seven daily flights from Dubai to Karachi; how PIA can be successful in Europe in America and added that they could not compete with any airline with 3 or 4 flights per week with six frequencies per day. Replying to a question, Harun said that no airline would buy PIA but they need a partner who could help them stay competitive. "Becoming an owner means to adopt current problems of the airline and it will be very difficult for TA, which has a vision to be five star airline in next couple of years." "We are keen to provide know-how through partnership as like Etihad is doing with Alitalia in Europe and Jet Airways in India."
Before year 2002, Turkish Airlines was classical government institution they didn't have aim to be the best and it was local regional airline but then the government had changed and that was the crucial time for TA. The new Turkish government has changed the policy with the aim to make Turkey as aviation country. The government had really supported TA not financially but with laws and other stuff, he added.
Now, Turkish Airlines contributes 5.9 per cent in total country's GDP and 3.4 per cent in world's GDP. He said that they were targeting 7 per cent of Turkey's GDP and 4.1 per cent of world's GDP in next 20 years, which he termed as formidable task to achieve. Despite having 51 per cent share holding in Turkish Airlines, the government has no influence in TA affairs, he said; adding that they have some goals to achieve in terms of profit and strategy. The Turkish Airlines is striving to cross $30 billion mark by 2023 and to be the five star airlines in next couple of years.
Harun further said that TA is very cost effective and maintain the ratio of one employee per 2000 passengers, successfully and added that airline would remain profitable and efficient until the balance between numbers of aircraft with employees is maintained. He said that TA wants to add more flights to Lahore and Islamabad and added that Sialkot had potential for TA cargo service. We are flying to more than 280 destinations with the aim to connect all markets around the world.
He said that year 2016 was good year for them but in terms of passengers they were little behind from preceding year but in terms of operating profits, they earned $682million. "Since 2001, TA remained profitable and it has been selected as best airline in Europe in last five consecutive years besides getting best business lounge award. He said that they had planned to make first phase of new airport, which name had not been decided so far, by February 2018 to entertain 19 million passengers.
He believed that Asia and Asia Pacific are the future of aviation with 30 per cent increase in next 20 years and added that airline business was from West to East in 1971 but in next 20 years, it would be around Turkey and Middle East due to heavy investments. Future of Aviation is in Asia. The Turkish Airlines has established state-of-the-art 'Cabin Attendance Centre (CAC)' for the training of not only TA cabin crew but also offer services to other airlines. The CAC has mock-ups of A-310-300, B-737-400, B-777, A-340 and A-320. The CAC has eight Integrated Pilot Training Device and 11 simulators including three (B-737), three (A-320), two (B-777), two (A-330), one (A-340). The Turkish Airlines has also partnered with Do & Co in 2007, the company, which provides 200 thousands meals in 1000 aircraft daily, to provide best catering service to its passengers.

Copyright Business Recorder, 2016

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