Recent successes on the Lagos to London route by Air Peace don't guarantee long-term success

Air Peace Airlines: Confronting Fierce Competition on the Lagos to London Route

by | Apr 9, 2024 | 0 comments

CliqJets Consulting

Fostering Growth, Innovation, and Sustainability in Airline Operations

Navigating the Skies of Competition with Vision and Culture on the Lagos to London Route

In a bold move, Air Peace Airlines recently announced direct flights from Lagos to London at significantly reduced fares, triggering a ripple effect in the competitive landscape of air travel. As other players scramble to adjust their pricing strategies, questions arise about Air Peace’s ability to sustain this pricing war given its limited capacity and resources. However, amidst the uncertainties, there are compelling reasons to believe that Air Peace can not only survive but thrive in this fiercely competitive environment.

The survey above by Forbes, reveals a disconnect between customer experience, operations, and profitability. A majority of airline executives (84%) believe that they are moving ahead of their competitors in terms of customer experience and operational performance (79%).

However, success with customer experience and operations does not always translate into revenue or profit increases. Only 50% of airline executives think they are ahead in terms of revenue growth and 49% in profitability. This underscores the importance for Air Peace not to become complacent due to the recent successes on their new route. Instead, the airline must remain vigilant about its costs and prioritize long-term profitability.

Unique Selling Point of Air Peace on Lagos to London Route

Air Peace Airlines holds a significant advantage as an indigenous carrier deeply ingrained in Nigerian culture and values, offering direct flights from Lagos to London. This unique combination serves as a compelling selling point, particularly in a market where connecting flights are the norm. By harnessing this cultural connection and offering convenient, time-saving travel options, Air Peace can establish a strong market identity appealing to both domestic and international travelers, particularly business travelers seeking efficiency in their journeys.

Growing Sentiment to Support Local Businesses

Furthermore, being an indigenous airline, Air Peace carries a sense of national pride and loyalty among Nigerian travelers. There’s a growing sentiment to support local businesses, and Air Peace stands to benefit from this sentiment. By effectively communicating its vision of providing affordable and convenient air travel while showcasing its commitment to serving the Nigerian community, Air Peace can garner strong support and loyalty from its customer base.

However, I believe the success of any airline depends heavily on its internal operations and the morale of its staff. Despite potential challenges such as limited funds and experience compared to established competitors, Air Peace can overcome these obstacles by prioritizing its employees. A motivated and well-trained workforce is essential for delivering excellent service, maintaining safety standards, and ensuring customer satisfaction.

What Air Peace Airline Must Do

Employee Training:

To survive and thrive in the competitive landscape, Air Peace must invest in its employees’ training, development, and welfare. The frontline staff, who are the face of the airline, play a pivotal role in shaping the overall customer experience. By demonstrating a steadfast commitment to employee welfare, training, and development, Air Peace can cultivate a motivated and dedicated workforce. Empowered employees are more likely to deliver exceptional service, thereby enhancing the airline’s reputation and customer loyalty.

Recognizing the Diverse Cultures Within Nigeria:

Air Peace has the opportunity to differentiate itself through its approach to customer experience. Recognizing the diverse cultures within Nigeria, Air Peace can tailor its inflight entertainment, meals, and services to reflect the rich tapestry of Nigerian society. Embracing this cultural sensitivity not only enhances the passenger experience but also fosters a sense of belonging and pride among travelers.

Strategic Partnership and Collaborations on the Lagos to London Route

Moreover, strategic partnerships and alliances can bolster Air Peace’s position in the market. Collaborating with other airlines, travel agencies, and tourism boards can expand its reach, enhance its brand visibility, and attract more customers.

expectation vs reality


While the price war presents formidable challenges for Air Peace Airlines, it also offers an opportunity to reaffirm its position as a trailblazer in the Nigerian aviation industry. By harnessing the power of vision, culture, and commitment, Air Peace can navigate the turbulence of competition and emerge as a resilient and thriving airline in the global market. As they soar to new heights, Air Peace continues to symbolize the spirit of innovation and resilience that defines the Nigerian entrepreneurial landscape.

About the Author

Shadrach Swante Kambai

Flight Operations Consultant, Aviation Data Analyst, Business Developer (

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