As part of its commitment to the Sri Lankan government Emirates contracted to undertake the management of Air Lanka for a 10-year period, during which time it would establish programmes to stimulate renewed growth and profitability. Primary among these considerations was the development of Bandaranaike International Airport, Colombo, as a major passenger and cargo hub linking east and west.

The business plan put forward by Emirates centred on the appointment of a new board of directors drawn from the Sri Lankan government and Emirates Airline. Pertinent to this the chief executive officer (CEO) was to be seconded from Emirates. To help achieve its objective of raising Air Lanka's profit margin, a thorough overhaul and analysis of the airline's infrastructure was completed. This resulted in Air Lanka adopting a whole new approach to airline operation. Cost-effective strategies were introduced; new pro-active management teams were put in place; computer technology became the basis of everyday activities; a reappraisal of the airline's network was made; product enhancement became part of airline philosophy, and a fleet renewal programme was activated. But to raise awareness and underline its new ideals the airline set into motion a re-branding programme.

The perceived success of the business plan was, to a great extent, based on the acquisition of six new fuel efficient, easy to maintain, passenger friendly Airbus A330-200s to complement its fleet of A340-300 and A320-200 aircraft. The first A330-200 joined the airline in October 1999, with the remaining five delivered by July 2000. That same year saw Air Lanka's last L1011 TriStar sold to Air Transit (Canada) but perhaps more momentus, in July 1999, the company's fourth A340-300 arrived at Colombo painted in the airline's new corporate livery. SriLankan Airlines was now on view to the world.

As part of its product enhancement programme SriLankan upgraded its existing A340 fleet into two-class configuration - business and economy. At the same time the interior décor and seats were refurbished to reflect the airline's new corporate image and the inflight entertainment systems were improved to match those of the new A330s. The A320 short-haul fleet also underwent an interior modernisation programme.

Apart from its cosmetic differences the SriLankan Airlines fleet, which now ranks among the most luxurious and well equipped in the world, is also one of the most efficient. Fleet compatibility has reduced maintenance and training costs, Rolls-Royce Trent and CFM56 engines give minimum fuel consumption on long-haul sectors, cargo uplift has increased, and the high quality of the products on offer is encouraging a growing number of passengers to fly SriLankan Airlines.

SERVICE DELIVERY

Traditionally dressed in Kandyan style saris, patterned with the shimmering blue and vivid green hues of peacock feather motifs, the stewardesses of SriLankan Airlines personally welcome passengers aboard their aircraft with a courteous ayubowan, ‘may you have long life'. This now legendary greeting sets the scene for what experienced travellers regard as the ultimate in air transportation – the SriLankan experience – a passage in time where genuine friendliness, haute cuisine, fine wines, superb hospitality and impeccable attention to detail stand out as the hallmarks of South Asia's finest airline.
SriLankan Airlines' state-of-the-art Airbus A320, A330 and A340 aircraft excel in their unsurpassed levels of passenger comfort. A generous 32 inches of legroom in Economy Class, and seats that have adjustable headrests, footrests and lumbar supports, ensures long haul flights are restful and a pleasure to undertake. In the spacious Business Class cabin each and every traveller is seated in armchair luxury adjacent to an aisle or window. This thoughtful planning creates a comfort zone where executive and leisure passengers can work or rest undisturbed and, very importantly, arrive refreshed at their destinations.

Although passenger comfort and wellbeing is paramount, SriLankan Airlines has not neglected the other very necessary needs of today's modern traveller – inflight entertainment. Each and every seat has its own personal TV screen on long-haul A330 and A340 aircraft, with 18 channels of video, 22 audio, and two external view cameras which allow passengers to watch take off and landing as well as panoramic views of what is below the aircraft. The airline also offers 16 interactive games on the personal TVs. Additionally Business Class offers videos on demand, with up to 34 titles to choose from, and all passengers have access to SriLankan Airlines' satellite telephone service. A fax machine and laptop charging stations are also available.

International cuisine, served on all long-haul flights, prepared in-house to the highest possible standards by SriLankan Catering uses only the freshest and highest quality meats, vegetables and fruits from around the world. Menus, selected by a panel of culinary experts, are changed regularly, with Business Class travellers offered a selection of four main meals and Economy passengers three, including vegetarian and ‘lighter choice' meals. (Most airlines only offer a maximum of three choices in Business and two in Economy).

Fine wines and spirits, chosen by a panel of connoisseurs, complement the superlative meals on offer, and it almost goes without saying that specially selected blends of Ceylon Tea form an integral element of all SriLankan Airlines' flights.

The warm, natural Sri Lankan smile of the flight crew does much to enhance customer perception of the airline, but a behind the scenes strategy links and bonds ground staff and cabin crew together, and this is the true springboard from which SriLankan Airlines' quality service has been developed.

Management, having recognised the need for ground and flight crews to appreciate each other's working environments, is achieving interaction by encouraging cabin staff to adopt a hands-on understanding of all ground crew operational practices. Aircraft pursers, for example, work alongside duty airport managers when not flying and, if practically possible, cabin crew are recruited from airport personnel that have been involved in ticketing, passenger check-in, reservations etc. Experience of this first link in a very demanding passenger chain leaves potential in-flight staff better prepared to successfully meet the demands, and uphold the very high standards, expected by the clientele of SriLankan Airlines.