Bonza has arrived, but what does this mean for agents?
The long-awaited arrival of Australia’s only independent budget airline Bonza is over and the industry can expect to see Aussie skies painted purple.
Flights starting at $49, unserved routes, a home in the Sunshine Coast, backing from 777 Partners and aspirations of revolutionising the Australian aviation industry have been on the lips of the travel industry in anticipation of Bonza.
But this airline, which has taken such a unique approach to the aviation industry, has many asking questions, particularly, what will this mean for agents?
Selling flights
Bonza sells its flights through its Fly Bonza app and website and travel agents can book through the airline’s agent portal, but does not pay commission. The ‘app-first’ approach that Bonza has adopted is the main driver of ticket sales so far, with over 10,000 sold, the majority of which coming directly through the airline. However, Bonza tickets are not available through any OTAs.
Tim Jordan, CEO of Bonza, said that “many hundreds of agents” have signed up for the portal so far and that the airline “looks forward to working with them.”
When asked about how Bonza would entice more agents to the portal and if there were possible incentives on the horizon, Jordan replied: “We believe each travel agent runs their own business so they should set their service fees accordingly.
“We want to work with the travel agency industry and the travel market… We don’t want to interfere in terms of how they actually get remunerated. That is by a service charges, which they obviously set based on their own business, and based on the service they provide to their customers.”
Of the sales made so far, Carly Povey, Bonza’s chief commercial officer, said that there was a large amount of group bookings being made, which the budget airline would look to partner on the travel trade with.
“For the travel agents, an investment in that is a sign to say ‘we really want to partner, let’s now look at what the opportunity sits like beyond it’.”
Travel agents should also be mindful that when it comes to resolving issues for clients, Bonza has opted to use a digital help centre instead of a call centre. There is no number that agents or passengers can call for help, but there will be people at Bonza who can help with travel issues.
Jordan said the budget airline has a “digitally focused” team that can provide solutions to “any issues that they have or to get answers to any questions that they have.” This will not be operated by AI.
Flying to/from Sydney
Bonza is currently based out of the Sunshine Coast, with its Melbourne hub to begin operating soon.
The airline prides itself on serving unserved and underserved routes, with 25 of its 27 planned routes not currently operated by any other airline.
However, this doesn’t mean that Bonza is complacent with its planned setup. The new airline certainly has its eye on Sydney, but its low-cost approach and the competitive slot management at Sydney Airport means that Bonza still waits.
“From an availability service perspective, it certainly is no different to Melbourne, in the fact that Melbourne saw an opportunity – nine new routes out of Melbourne, seven of them not operated by any other airlines – there are similar opportunities in and out of Sydney undoubtedly,” Jordan said.
“However, the issue is we need a cost base which allows us to offer a stimulating marketplace and there is an issue in terms of slots in Sydney and getting access to slots at the right time of day.
“We’re quite enthusiastic about Sydney but it has to be at the right pricing.”
Jordan highlighted that the aviation industry has recently suffered some of the worst on-time performances in its history, and even at that time airlines weren’t giving up slots.
“That tells you something may be wrong with regards to the background to the slot programme and usage programme in Sydney.”
In terms of other major Aussie cities, Povey, told Travel Weekly that Bonza was looking to other prospective airports and destinations but nothing could be revealed yet.
Low low prices
Bonza flights start from $49 and the highest listed flight is $79, prompting some to question how the budget airline can keep this up.
With inflation, high fuel costs and a constantly evolving global economy in mind, Jordan was asked about how Bonza would maintain its low prices.
“Well, what we’re actually operating here is wonderful, very fuel-efficient aircraft,” Jordan said. “These (Boeing 737 Max 8’s) burn 15 to 20 per cent less fuel than other midsize jets which are flying around Australia. That gives us a fantastic advantage.
“The fact that we’re flying so many seats on a low-frequency basis should keep costs down.”
Jordan said Bonza has “utmost confidence” of being able to offer these fares on a long-term basis.
As is the case with other budget airlines, Bonza charges for checked baggage, food on board and selected seats.
Check out Bonza’s current routes and pricing below:
For information about the experience of flying with Bonza and the new approach the airline has taken, check out our review of the airline’s first-ever flight.
Featured Image: Bonza’s Boeing 737 Max 8 (Supplied)
Latest News
Australia fails to make top 10 destination list for American travellers
Australia's top cities have failed to make the grade with American travellers this northern summer, with no local city in the top.
APT Launches 2025 Asia Adventures
APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]
ANZAC Battlefield travel on the 2025 bucketlist
As Anzac Day dawns, agents prepare for a surge in bookings for the 110th anniversary of the Anzac Cove landings.
Former Channel 9 Getaway host and founder of TRIBE Jules Lund to speak at Travel DAZE
From blond-tipped travel reporter to Travel DAZE speaker, Jules Lund cuts through the BS.
HX’s Roald Amundsen finds aliens in the Antarctic
Forget whales, HX's MS Roald Amundsen captures aliens in the Antarctic - and they're not pretty.
Mayhem in France as 70% of flights face cancellation
I mean it wouldn't be France if there wasn't at least one strike.
Etihad Airways launches double-decker service with world’s only in-air three-room suite
We imagine falling asleep in the three-room suite is superior to falling asleep on your neighbour's shoulder.
Norwegian Cruise Line launches 2024 Europe travel season
Europe certainly has a lot of ports. Its time for Australia to up its game.
“The power of travel for positive change” – Intrepid’s Jenny Gray hails controversial all-women Saudi Arabia trip
There is an awful lot to love about this tour from Intrepid. Where do we sign up?
Princess names the Sun, unveils Sanctuary Collection + Star Princess to Alaska in ’26
A huge bottle of Veuve was smashed into the side of the ship to make things official. So no, we couldn't snag a glass.
Collette special offers across peak northern summer season
If you are craving a trip to Europe then grab this deal with both of your grubby hands.
Air India and All Nippon codeshare between the two countries
Here at TW we agreed that the photo would have worked better if they had swapped planes.
A&K offers minimum 18 weeks paid parental leave
Contrary to what the photo suggests this benefit is only applicable for humans. Back to work Mrs Jumbo.
NH Hotel Group rebrands as Minor Hotels Europe & Americas
Hang around the bends of the hotels. We imagine they will be full of a lot of branded content.
Scenic Eclipse II – the business of creating unforgettable life-changing memories
These cruise brothers from another mother offer a view of cruising on Scenic Eclipse II that is poles apart.
MSC builds new hospital ship with Mercy Ships
If you want to read a story that puts a smile on your face then this is the one for you.
“I peed on myself watching this” – Social media users squirm at Royal Caribbean’s Harmony of The Seas 55ft dive video
TW is not responsible for any involuntary actions your body might have after watching this video.
FLIGHT REVIEW: Qantas Boeing 787 Dreamliner business class
The real bonus is you're unlikely to be around screaming children. Hoorah!
Traveltek offers travel agents new rapid deploy cruise website
As always, if you have any issue with the platform, just turn it off and on again.
Experience whale watching & classical music at the Australian Festival of Chamber Music in Townsville
Disappointedly, the whales do not start singing in tune with the orchestra. Opportunity missed.
Fond, very Fond. London hotel famed for James Bond link adds ‘Classic Comforts’ lunch menu
James Bond author Ian Fleming was so fond if this hotel, it inspired the legendary phrase ‘shaken, not stirred’.
What sets Eclipse Travel apart with Africa expert Hilary Dubyk: Travel Weekly TV
If you want to know more about Africa, then Hilary Dubyk is your person.
Surge in Australians visiting Japan
Feel like all of your friends have just returned from Europe? Now it's Japan.
Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit
Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]
Sydney named 17th best place to work remotely
If you struggle to get a seat within Sydney's coffee shops, you now know why.
W Melbourne grows sales team
We appreciate the thought that has gone into this team photo.
Cunard welcomes new ship Queen Anne
This might be the most impressive ship handover in ship handover history.
Intrepid Travel appoints Yvette Thompson as general manager sales & marketing ANZ
It isn't end-of-day Monday and Yvette Thompson has already nabbed herself an impressive promotion.
Anna Fawcett re-joins Global Touring in newly-created APAC role
With such an impressive CV, Global Touring is no doubt thrilled to have Fawcett back.
“We know our response has been far from perfect” – Emirates’ open letter following Dubai flooding
If you also need to write an apology letter, then this is a pretty good template.
Malolo Island Resort opens brand new Spa
Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]
Virgin Australia’s HILARIOUS second instalment of the ‘Bring on Wonderful’ campaign
We don't use the word 'hilarious' lightly, but this is worthy of the title.
Visit Sunshine Coast reveals new brand identity
If you were looking for another reason to visit the Sunshine Coast then this is it.
Sofitel launches brand campaign starring Sex Education’s Gillian Anderson
We can confirm the content of this video is less spicy than Sex Education.
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!