Fly Blue Crane, an ambitious airline founded in 2015 by Siza Mzimela, the first woman to start an airline in South Africa, promised to revolutionize regional air travel by connecting smaller cities directly to major hubs.
Based out of O.R. Tambo International Airport in Johannesburg, it targeted underserved routes within South Africa, including cities like Bloemfontein, Kimberley, and Mthatha.
The airline initially boasted a fleet of CRJ-100/200 aircraft, focusing on customer service and punctuality—key selling points for business travelers with frequent flyer credit cards.
However, after just over a year of operation, the airline found itself in financial trouble and ceased operations in 2017.
Early beginnings
Fly Blue Crane launched with a vision to enhance connectivity for South Africa’s secondary markets and ambitious plans to expand to Australia, New Zealand and further east to Hong Kong, Singapore and China.
"Our aim is not just to be another player in the airline industry, but to make a real difference," stated Siza Mzimela during the inaugural flight press conference.
Frequent flyer implications
The inception of Fly Blue Crane was a boon for frequent flyers, particularly those residing in or doing business in secondary cities. The airline’s focus on underserved routes meant easier and faster travel for loyal customers, potentially allowing them to earn miles on routes not covered by other airlines.
When you look at the credit card comparison market and the many partnerships, which often hinge on the appeal of earning and redeeming points, saw a brief potential for growth with Fly Blue Crane. "Had Fly Blue Crane survived, it could have partnered with major credit card companies to offer co-branded benefits, enhancing value for cardholders," the South Africa Business Tribune explained.
The downfall of Fly Blue Crane
Despite its promising start, Fly Blue Crane faced insurmountable challenges. The South African aviation market is notoriously competitive and cost-sensitive. The airline struggled with high operational costs, particularly fuel prices and maintenance expenses for its regional jets, which were not offset by its fare structure.
Economic downturns and fluctuations in the rand also played a significant role. "Like many start-up airlines, Fly Blue Crane was hit hard by economic headwinds that made sustainable operations difficult," said Mzimela in a later interview.
The aftermath for frequent flyers
The collapse of Fly Blue Crane left a gap in the market, particularly felt by frequent flyers in smaller cities who had come to rely on the airline for direct access to Johannesburg. The sudden reduction in available routes forced passengers to revert to larger carriers, often at higher prices and with longer travel times.
Credit card companies and frequent flyer programs that had begun to court the airline for potential partnerships found themselves having to adjust strategies and possibly re-align with larger, more established carriers.
A missed opportunity for South African aviation
Fly Blue Crane's attempt to reshape South African aviation illustrates the difficulties faced by regional carriers trying to carve out a niche in a challenging market.
For frequent flyers, the airline's demise was more than a loss of a travel option; it was a missed opportunity for enhancing the value of travel-related credit card rewards and loyalty programs.
