Morne Booij-Liewes – The launch of a new low cost carrier (LCC) in South Africa – by someone who has a track record of success in LLC is a big story. And notably, the midst of the COVID-19 pandemic would seem to be the worst time to launch a new airline.
The pandemic has decimated the airline and hospitality industry worldwide, but this is exactly what business maverick Gidon Novick did with Lift, by commencing scheduled services on 10 December. The launch takes advantage of the busy festive season travel period in South Africa.
The new low-cost carrier links Johannesburg’s OR Tambo International Airport with Cape Town and George, with more routes to be added in due course. Services are operated with a fleet of three Airbus A320s fitted with a 174-seat single-class interior. These planes are operated by Global Aviation Operations (Pty) Ltd. t/a Global Airways who also supply the flight and cabin crew.
The carrier’s name was decided through a social media campaign, launched in October, that attracted more than 25,000 entries. The winning name ‘Lift’, apart from capturing the marvel of the physics of flying‚ also encapsulates its owners’ view of the world and South Africa. It aims to leverage the anticipated increase in demand for domestic air travel as the COVID-19 pandemic abates and vaccines become available. But with the so-called ‘second wave’ hitting South Africa in December 2020, it is anticipated that this increased demand will only be realised in 2021.
“Never let a good crisis go to waste.”
Winston Churchill famously said; “Never let a good crisis go to waste.” And it is exactly this sentiment that prompted Gidon Novick to embark on launching a new airline. Novick has aviation in his blood, with his father being one of the founders of Comair, while he was responsible for launching the airline’s low-cost subsidiary Kulula.com in 2001. He explains that the inspiration for launching Lift came with the COVID-19 pandemic, creating a new airline offering flexibility as the world is changing.
He returns to the South African airline industry after a ten-year absence with business partner Jonathan Ayache, who is the former head of operations for Uber in sub-Saharan Africa. They hope to position Lift as an “Uber-thinking” airline operation.
“Lift will provide value and flexibility and not just low prices,” says Gidon. “We plan to offer some unique products with flexible booking options including penalty-free cancellations, if done within 24 hours of your flight’s departure. If the fare for your newly selected flight is higher‚ you’ll just need to pay the difference. If it’s lower‚ we’ll credit you. Need to change traveller name details? No problem. No charge.”
All onboard drinks and snacks are provided by catering partners Vida e Cafe while ground and cabin crew uniforms are supplied by the online fashion retailer, Superbalist. Lift has also partnered with the top wine-producing farms in the country to create a wine tasting experience onboard late afternoon and evening flights.
