Drama.
From their favorite novels to favorite films, it’s the preferred theme for consumers. But perhaps the last place they seek it is with their favorite airline. Unfortunately a quick scan of the latest news about aviation reveals an industry spotted with bankrupt businesses from America to Zimbabwe.
Nowhere is the drama deeper than in Africa where several nations are without national airlines. The epitome of the continents’ myriad struggles is found in one of its leading countries: Nigeria. Despite an upwardly mobile population with overwhelming travel needs, the West African nation has had difficulty retaining domestic and international airlines. Virgin Airlines tried to enter the market in 2004 only to beat a hasty retreat in 2009. Their planes were promptly bought and re-branded Nigerian Eagle Airlines. That venture soon failed, prompting another re-branding as Air Nigeria, a brand that continues to struggle for stability in the market. This story mirrors the dozen plus airlines that have entered and left Nigeria, leaving its industry in a permanent state of flux.
Enter Arik Air Limited.
It was founded in 2006 by Sir Joseph Arumemi-Ikhide, a business magnate, with a strong desire to promote a different image of his country’s aviation industry. He launched Arik with the purchase of two Bombardier CRJ aircrafts which flew between Nigeria’s two major cities– Lagos and Abuja. It was a brilliant move that capitalized on a huge business opportunity: over six million and counting annual domestic flyers. It’s no wonder then that in rapid succession, the airline expanded from two jets to 23 aircrafts, over 1,500Â staffers and the distinction of being one of an elite number of airlines around the world to employ Lufthansa Technik AG for independent maintenance of their aircrafts. In the process, Arik has risen to become the market leader in Nigeria with 63% of the market share.
“Nigerians are proud of their heritage and [Sir Arumemi-Ikhide] wants the airline to be a point of national pride,” said Bob Brunner, Arik’s VP of the America’s, to the Huffington Post earlier this year. “We want a business that shows Nigerians can run a global, service oriented business which can successfully compete with the well-known airline brands. A business all Nigerian’s can be proud to look at and say, ‘That’s my national airline!’ ”
This mission is obvious to anyone who boards an Arik flight. From decor to uniforms to traditional cuisine served on flights, patriotism is the hallmark of an in-flight experience with Arik. It’s a selling point that’s netted the airline millions of customers and just as many dollars in annual revenue. While Arik declined to provide figures, it is rumored they make tens of millions annually. The profits have propelled the expansion of Arik from their inaugural domestic route to several world-wide destinations including Johannesburg, London and New York.
Ironically, their success hasn’t meant exclusion from the drama that engulfs their competitors. In fact, there are times when it seems to have attracted it. In the last five years, Arik has endured well publicized clashes with Nigeria’s Ministry of Aviation and the Federal Airport Authority of Nigeria due to what Arik has described as their “persistent hostility.” It culminated last September with a strike by members of the Federal Airport Authority at Muhammad Murtala Airport in Lagos, leading to a two-day termination of all of Arik’s domestic flights in Nigeria.
“The situation is now fully resolved and we don’t expect any future disruption,” Brunner told BlackEnterprise.com when asked about the situation.
That remains to be seen. “Disruptions†seem par for the course in a market marked by anachronistic aviation infrastructure including inconsistent electricity and national facilities that don’t allow for aircrafts to take off after dark. Despite such setbacks, Arik keeps moving forward with notable milestones. Toward the end of 2012, the airline announced it had serviced its 10 millionth passenger as well as expanded service in West Africa with a new Lagos to Douala, Cameroon flight. Such tangible milestones in a fluctuating market have kept Arik’s position constant and their point of difference clear: By flying above the drama, they are not just telling a new story about Nigeria’s airlines, they are changing the script.
Zandile Blay is a style & culture journalist with a focus on Africa. She is a columnist for the Huffington Post and founder of Africa Style Daily.