Serene Air delivers modern strategy into Pakistan’s domestic skies

The privately-owned Serene Air commenced flights on January 29, 2017 between Karachi and Islamabad after securing its air operator certificate just a week earlier. The airline is also offering flights between Jinnah International Airport in Karachi and Faisalabad, Lahore, Peshawar and Quetta, with the latter also being served from Benazir Bhutto International Airport in Islamabad too.

This winter’s domestic offering in Pakistan is at its highest rate for the past five years as new starter Serene Air launches flights on key domestic city pairs, adding to the established operations of airblue, Pakistan International Airlines (PIA) and Shaheen Air International. The new arrival commenced operations in late January 2017 using a small fleet of new Boeing 737-800 airliners.
The privately-owned Serene Air commenced flights on January 29, 2017 between Karachi and Islamabad after securing its air operator certificate just a week earlier. The airline is also offering flights between Jinnah International Airport in Karachi and Faisalabad, Lahore, Peshawar and Quetta, with the latter also being served from Benazir Bhutto International Airport in Islamabad too.

It plans to initially grow its network to eight points in Pakistan, adding Multan and Skardu, before expanding further and then growing into the international market. It is seeking to differentiate from its rivals by focusing strongly on customer service and reliability through its operation of brand new short-haul airliners.
“We at Serene Air promise to fulfill customer expectations by providing one of the highest standard of air travel and comfort in the region,” said Sohail Gul Khan, chief executive officer, Serene Air. “Catering to the growing travel needs of the country and rising passenger expectations, we aim to achieve high standards by giving priority to our customers and their needs.”
Serene Air describes itself as a “premium airline on a mission to rejuvenate domestic flying experiences,” offering pre-allocated seating and offering a full meal service onboard with menus being refreshed on a daily basis. “A blend of excellence, ambition and customer care is what will, God willing propel SereneAir as one of the leading names in the industry,” it said.

The Pakistan domestic market has been in decline since the start of the decade with connectivity last winter at its lowest level since 2009 and summer capacity in 2016 down -1.1 per cent on summer 2015 and considerably below the high recorded in 2012. However, the arrival of Serene Air this winter will help boost domestic capacity in Pakistan this winter by 15.3 per cent, supported also by a resurgence of PIA in the local market.
Richard Maslen  - Routesonline

Photo:BRISNACE - Boeing