SriLankan Airlines formulates new five-year Strategic Business Plan
May 2019

SriLankan Airlines has formulated a new five-year Strategic Business Plan for the period 2019-24 with the objective of transforming itself into a financially viable organisation airline group with high brand visibility and a global reputation for excellence, while turning Sri Lanka into a strategic hub for air travel and air cargo in the Asia-Africa-Middle East region.

Vipula Gunatilleka, CEO said that having a sound strategy plan is important to any business. Irrespective of the challenges the national carrier encounter, the business must go on and hence it is important to have a clear vision and clear strategies if the airline is to become a financially viable entity. The Strategic Business Plan is to be presented for approval to the company's shareholder, the Government of Sri Lanka.

A key aspect of the Strategic Business Plan includes developing a route network to match customer demand and market opportunities, including new destinations in Europe, Africa, the Middle East, South Asia, the Far East and Australia, as opposed to the current limited point-to-point strategy. It also focuses on selecting a fleet that is cost effective and best matches the requirements of the route network; enhancing the customer experience by improving customer-centricity throughout the airline; adopting best practices to improve productivity; growing online sales to reach a wider market in a more cost effective manner; greater employee engagement; and implementing a competitive cost structure through a greater cost consciousness throughout the company.

The Strategic Business Plan also calls for the strengthening of the route network through codeshare partnerships and alliances, especially by optimizing opportunities with oneworld member airlines.

The Airline would continue to be a catalyst for the development of Sri Lanka's tourism industry by aligning its network with the country's tourism strategy and carrying out joint marketing efforts with Sri Lanka Tourism.

It includes a new vision, mission and company values for the National Carrier; and places a suitably heavy emphasis on becoming an airline of the digital age with the use of the most modern technology, including fast travel technology, CRM based service delivery, data security and system availability, and the automation of manual processes. A key area of focus would be staff productivity and motivation, including learning and development, harnessing talent, and employee engagement.

Service Standards are to be enhanced through a comprehensive Customer Relationship Management process that will include enhanced service levels at all customer touch point; system driven engagement; revamping of the FlySmiLes loyalty programme; and social media interaction.

Increasing the ancillary revenue from the Group's sub business units and subsidiary; including SriLankan Cargo introducing innovative cargo products to boost yield, and the use of freighter operations to support cargo carriage on the SriLankan fleet; development of SriLankan Engineering as a maintenance-repair-overhaul (MRO) organisation of choice; exploring the opportunities to expand SriLankan Ground Handling to serve regional airports; and upgrading the SriLankan Aviation College to university status together with the addition of several more international affiliations.