Magazine article Marketing

BR Bombing Pushes Airlines Back to Square One

Magazine article Marketing

BR Bombing Pushes Airlines Back to Square One

Article excerpt

AIRLINES

BR bombing pushes airlines back to square one

Transatlantic airline operators' hopes for a speedy end to their burgeoning price war have been dashed by the new London bombings, despite a decision by US aviation authorities to block some price cuts.

The US Department of Transportation (DoT) -- which is concerned about the shaky finances of many US airlines - last week rejected an application by TWA for an ultra-low fare of 154 [pounds] from London to New York.

But pressure on transatlantic prices is likely to increase following the bombing of London's Victoria Station, warns TWA's director of international marketing, Steven Bonniwell. It has put the industry "back to square one", he says.

TWA had been offering the low fares until the DoT rejected its application. "The DoT is worried about the economic viability of some carriers," says Bonniwell. But he agrees that there have been some `silly' fares about. …

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