Turkish Airlines Industry Business & Investment Opportunity (2017 – 2022) Market Research Reports

Turkish Airlines is one of the success stories of the airlines industry over the past decade, with the company more than doubling the number of destinations it travels to within the span of ten years whilst also increasing its revenue significantly. The company has also undergone a transition as far as its revenue streams are concerned. The international segment has for example taken over from the domestic segment as the more dominant as far as revenue is concerned over the past decade. All of this has boosted the brand image of Turkish Airlines and transformed it into a major global player in the air travel industry. The company has looked to media as it has consciously sought to boost its brand image via a successful commercial campaign which has seen it hire well known sports stars and actors to act in Turkish Airlines advertisements. The company has also won a series of awards including the best European airline of the year award between 2010 and 2015. All of this has transformed Turkish Airlines into a truly global player.

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Potential for further growth for Turkish Airlines also exists. Turkey is currently constructing the world‟s largest airport in Istanbul which will serve as the new hub for Turkish Airlines upon completion. Growth in the international tourism industry coupled with a declining Lira has further encouraged air travel to the country. Potential for growth especially exists in South America, where the penetration of Turkish Airlines is very low.

However, despite its growth and the further potential for more, Turkish Airlines suffered a real shock in 2016 when its revenues fell and the number of tourists travelling to the country also declined significantly. The most notable decline in the arrival of foreign tourists took place from Russia with the total decline in the number of Russian tourists exceeding 75% between 2016 and 2015. All of this happened due to a series of terrorist attacks that hit Turkey in 2016 including one at Istanbul Ataturk Airport, which serves as the hub of Turkish Airlines. A diplomatic spat with Russia following the shooting down of a Russian fighter jet by Turkey also resulted in Russia imposing a ban on charter flights to Turkey. All of this political and diplomatic instability, not to mention a series of terrorist attacks, caused huge disruption to the Turkish tourism industry, which ultimately also impacted Turkish Airlines extremely negatively.

Scope

- Explains the reasons fur Turkish Airlines growing so strongly over the past decade.

- Explores how the company can continue expanding in the coming years.

- Analyzes why Turkish Airlines did not grow in 2016 specifically.

- Examines further growth possibilities for the airline company as well as the increasing challenges it will face from competitors.

Table of Content: Key Points

Overview 2

Catalyst 2

Summary 2

Turkish Airlines has witnessed strong growth over past decade 6

Turkish Airlines destinations double within a decade 6

Turkish Airlines‟ brand image also boosted by expansion in operations 8

Potential for further growth remains strong as new Istanbul airport under construction 9

World‟s largest airport currently under construction in Istanbul 9

Growth in international tourism along with popularity of medical tourism provides further opportunities for growth 10

Weakening Lira attracts more tourists to the country 11

Turkish Airlines is still a marginal player in the Americas 12

Political instability and volatile security situation strongly threaten growth of Turkish Airlines 13

Attempted coup and shooting down of Russian plane had huge negative consequences for Turkish Airlines in 2016 13

Terrorist attacks including one at Ataturk Airport deter many tourists from flying to Turkey 14

General difficulties within airlines industry also taking a toll on Turkish Airlines 16

Competition from low-cost airlines like Pegasus and Onur Air has intensified in recent years 16

Emergence of other possible stopover hubs like Helsinki and Astana also weakens Istanbul‟s attraction 17

Conclusions 18

Turkish Airlines will return to growth but competition from rivals is likely to be more intense 18

Sources 19

…Continued        

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Posted by Vivian Dsena on Tuesday November 21 2017, 7:17 AM EDT. All trademarks acknowledged. Filed under Uncategorized. Comments and Trackbacks closed. Follow responses: RSS 2.0