NEWS
THE BIRTH OF A CONCEPT
With my background being in law, my interest initially was from
a legal stance. Working with the government, I was looking into
answering a question – to reach new regulations that would open
up the skies and allow the private sector more rights.
Petra Airlines, part of the RUM Group – which also comprises
hotels, tours and buses – was founded in 2005 by a team of
businessmen and industry veterans with extensive travel and
aviation experience. Created in tune with the group’s strategy and
vision to promote the delivery of integrated comprehensive services
in travel and tourism, it also has a long-term vision that takes into
account the gateway possibilities that Jordan presents.
In 2010, Royal Jordanian’s exclusivity ended, which opened the
doors for tourism. As we had been planning Petra Airlines for 10
years, the situation was good enough to launch in 2011.
FIRST STEPS
For the first year, we decided to remain a chartered service which
would allow plenty of preparation time to test the standards and
systems, and make sure all the relevant training was in place.
We took the decision to own our own fleet as this helps us to be
much more solid and independent. Currently, we own two A320s
from the new generation, and they are all-economy.
Our aim is to develop as an LCC – we have signed a consultancy
agreement with PriceWaterhouseCoopers to upgrade our license
from achartered to a scheduled LLC.However,more srill needs to
be done in terms of training, punctuality, standards and so on.
But we are almost ready to go to a scheduled service. We aim to
be ready to operate as an LCC by February 2012.
We need to move step-by-step – we do not want to be
overstretched. We most certainly need to keep on a
approach. Therefore, we will start moving gradually towards
fully scheduled, starting from Europe to Jordan. Ideally, we want
to move in rhythm with the Jordanian market, to move in parallel
with government plans.
MATURING VISION
We are looking for a strategic partner that has a large European
network – this will give us better capability in Europe. Initially,
we are looking at opportunities to connect EU countries with the MENA
region via Jordan with low-cost flights. Naturally we need to have the
vision to think big. But we also need to have a 'Plan B'. People need to
dream, but they need to keep their feet on the ground – I call them
ground dreamers!
REFLECTIONS
After what started out as legal curiosity, the development of Petra
Airlines became my life project. I doubt anything of this scale will
happen again for me. There were of course down times, when I
couldn’t see the light at the end of the tunnel, but now we can
see it in operation. I feel that if you look closely, you will see my
fingerprints impressed on every aspect.
The feedback has been perfect for us. Maybe we did spend a lot
of time preparing – looking into capital here and systems there.
But it has been effective, as has the marketing and the word is
really spreading.
At the end of the day, what we want is for our passengers to
enjoy both the journey and the destination. I think we can all sense
the value in this.
With his fingerprints indelibly inked onto every aspect of the airline, chairman, Petra
airlines,
Riad Khashman
talks exclusively to ttg about his life project and how he fondly
refers to those that dream – yet keep their feet on the ground – as 'ground dreamers'.
ground dreamer
