ANADOLUJET STRATEGY
2019
2022
2023
2024
2026
2028
Sustainability Growth and Profitability
Incorporation
Fleet Renewal (NEO/MAX)
PSS & Digital Transformation
Brand Positioning
Domestic 93% International 7%
38%-62%
49%-51%
27%-73%
Domestic & International ASK Ratios
Turkish Airlines decided to take strategic measures to adapt and thrive in the face of intense competition from low-cost carriers (LCCs) in this market. The target market is not served by Istanbul Airport as its main hub, but by Sabiha Gökçen, Ankara, and Antalya. Going forward, AnadoluJet will create a new identity by positioning its brand in a way that will boost its competitiveness. In addition, AnadoluJet will start the process of corporatization by aligning its revenue and cost structure with low-cost carrier DNA. The opening of the second runway at Sabiha Gökçen is critical to AnadoluJet’s growth projections. Turkish Airlines aims to utilize the additional capacity to be offered here to its advantage to bolster AnadoluJet’s presence in Europe and the Middle East, and increase the weight of international routes in its operations.
Turkish Airlines made a significant fleet expansion this year to put AnadoluJet ahead of the competition and boost its growth momentum. Over the next 10 years, AnadoluJet aims to further expand its fleet with new generation aircraft and reach a fleet of 200 aircraft, all new generation. AnadoluJet plans to raise its new generation fleet ratio to 65% in 2024 and 98% in 2028.
20 YEARS FROM BOUTIQUE TO TOP THE NEXT 10 YEARS
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