Business
European airlines face longer haul to recovery
PARIS (Reuters) – A patchwork of national restrictions and a reluctance among travellers to cross borders mean European airlines face a bumpier return to the skies from coronavirus lockdowns than U.S. and Asian rivals.
After almost three months of bleeding cash as air travel was brought to a virtual halt, airlines are returning to service or announcing more flights.
But while U.S. and Chinese domestic markets are starting to recover, the prospects in Europe look shakier.
“In comparison to every other part of the world, it’s lagging,” aviation analyst John Grant said of Europe during a recent presentation by industry data and analytics firm OAG.
Wariness of foreign travel weighs more heavily on European airlines, whose domestic markets are smaller and less profitable than U.S. and Asian rivals’, and more exposed to rail and road competition.
They must also contend with a variety of European restrictions, including Britain’s 14-day quarantine, which has prolonged the slump on contested health grounds.
That contrasts with larger unified markets in Asia and the Americas. In Brazil and India, domestic operations are picking up despite COVID-19 rates still growing faster than Europe’s.
Even shorter European trips put you in “a different country, with a different language and where you don’t know how the health system works,” said Joao Pita, head of airline business at Sao Paulo’s Guarulhos airport. “That’s different from domestic Brazil or domestic China.”
EasyJet (EZJ.L) and Lufthansa-owned (LHAG.DE) Brussels Airlines restarted operations this week as European internal borders reopened. Others including Air France (AIRF.PA), British Airways (ICAG.L) and Wizz Air (WIZZ.L) are increasing frequencies.
“We’re focusing on the performance of the flights and to make sure that we have flights where the Belgians want to fly,” Brussels Airlines CEO Dieter Vranckx said.
The problem is, many Belgians don’t want to fly anywhere much.
Among the 63% of Belgians still planning a 2020 holiday, the new top destination is Belgium, according to a survey reported by travel newsletter Pagtour. Runners-up France and the Netherlands are accessible by road or rail.
Cancelled flights
Despite the pared-down food service and mandatory masks on board, avoiding planes may not be the main concern.
Consumers in France are more interested in flying nine hours to the country’s Caribbean territory of Martinique than in a short hop to Spain or Italy, according to Google search data described to Reuters by an airline sales manager.
“Their thinking goes, ‘At least if I’m in a French overseas territory the government will have some obligation to look after me. I can turn up to a hospital and be served as if I’m in Paris,’” the manager said.
That spells bad news for all but a handful of European departures operated by the likes of Air Caraibes or Air France.
For European carriers forecast to lose $21.5 billion this year, a return to service promises no swift return to profit, with many flights expected to run below two-thirds full. The hope is to burn less cash in the air than on the ground.
The European sector is on course for a negative 14.3% return on invested capital this year, compared with projected deficits of 12.7% for Asia and 10.5% for North America, according to global airline body IATA.
Behind the relaunch publicity, airlines are still making schedule cuts that go deeper in Europe, experts say. Undersold flights are cancelled at least two weeks before departure, when passengers gain compensation rights.
Global schedules for this week have been reduced by 28.5 million seats to 40 million since late May, according to OAG. Western European capacity was slashed from 17.8 million seats to 3.9 million as rebound hopes receded.
“We’re keen to publish capacity because our messaging to the market is that none of us are blinking,” said one executive at a major European airline.
“We don’t want rivals to think they can add more capacity in our key markets,” he added. “Everyone’s playing that game at the moment – then we cancel if we see very poor bookings.”
Competitive pressure on fares may bring more pain as pent-up demand for travel thwarted by lockdowns is exhausted. Ryanair (RYA.I) CEO Michael O’Leary expects a price war, and many analysts agree.
Fares for July-September are down 7% year-on-year from Britain, 8% from France, 10% from Italy and 12% from Germany, according to Airbus-owned (AIR.PA) Skytra, which offers pricing data and risk management to airlines.
“Countries that are further along with the lifting of restrictions actually have the cheaper pricing,” the firm’s strategy chief Matthew Tringham said. “Probably because they’re trying to stimulate demand.”
Reporting and photo: Reuters
Bestbuy Maldives (BBM) has presented a brand-new Honda Airblade motorbike to the winner of a lucky draw held to mark the opening of its newest wholesale outlet in Hulhumalé Phase 2.
The outlet, located at Lot 20286 on Nirolhu Magu, opened on 16 February 2026 as part of BBM’s expansion of its wholesale operations.
To celebrate the opening and thank customers for their continued support, BBM introduced a special lucky draw exclusively for customers who made purchases from the new outlet on its opening day.
Customers who purchased products during the opening were eligible to enter the draw, with a Honda Airblade motorbike offered as the grand prize.
The lucky draw was conducted on 13 August 2026, with Ibrahim Shifaz of Vagthun Vaguthah outlet selected as the winner.
Shifaz was recently presented with the ceremonial key to the Honda Airblade by AVS Subrahmanyam, Chief Operating Officer of Bestbuy Maldives.
The promotion formed part of BBM’s activities surrounding the opening of its Hulhumalé Phase 2 outlet, which provides customers with access to the company’s range of wholesale products from the growing residential and commercial area.
Bestbuy Maldives is a supplier and distributor serving businesses across the Maldives, including customers in the hospitality, food service and retail sectors.
Male’ Aerated Water Company (MAWC), the authorised bottler of The Coca-Cola Company in the Maldives, on Thursday hosted the Official FIFA World Cup 2026™ Match Ball Handover Ceremony, presenting Football Legends of Maldives with official FIFA World Cup 2026™ match balls signed personally by Dr Mohamed Muizzu, President of Maldives.
Held in partnership with the Ministry of Youth Empowerment, Sports and Fitness, the ceremony recognised former national footballers whose achievements, service and influence have helped shape football in the Maldives and inspired generations of players and supporters.
The Coca-Cola Company has been an official partner of FIFA since 1974, making it one of the longest-standing partnerships in the global sport. For MAWC, the handover brought that global partnership to life locally by connecting the FIFA World Cup with people who have contributed to Maldivian football history.
As the sole authorised Coca-Cola bottler in the Maldives for over 35 years, MAWC has supported local sport through partnerships, campaigns and community initiatives. The ceremony continued that commitment by recognising the legacy of players who represented the Maldives and contributed to the growth of football in the country.
“Maldives’ football legends have given generations of supporters moments of pride and have played an important role in shaping the country’s sporting history. At MAWC, we believe recognising their contribution is as important as supporting the next generation. Through our partnership with Coca-Cola and FIFA, and in collaboration with the Ministry of Youth Empowerment, Sports and Fitness, we are honoured to celebrate their legacy. These match balls are a token of our appreciation for what they have given to Maldivian football,” said Milind Derasari, Chief Operating Officer, MAWC.
Adding to the excitement of the football season, MAWC ran a nationwide FIFA World Cup 2026™ consumer promotion from 21 March to 24 May 2026. Eight winners received an all-expenses-paid experience for two to attend a FIFA World Cup 2026™ match. Hundreds more won Coca-Cola branded merchandise and other prizes during the campaign, bringing the excitement of the world’s largest football tournament to consumers across the Maldives.
MAWC remains committed to building partnerships that support the development of sports across the Maldives, working with the Government of Maldives and other partners.
Coca-Cola Maldives is turning up the excitement with the launch of its 2026 football campaign, bringing fans across the country a season packed with prizes, shared moments and exciting ways to celebrate the game together.
As the build-up to the FIFA World Cup 2026 begins, Coca-Cola Maldives is inviting consumers to join in the fun with a campaign built around everything that makes football special: the anticipation, the matchday thrill, the watch parties, the celebrations and the memories made along the way.
From March to May, consumers in the Maldives will have the chance to take part in the Coca-Cola Maldives FIFA World Cup 2026 promotion, with weekly prizes, branded merchandise and a grand prize experience linked to one of the biggest sporting events in the world.
As part of the campaign, Coca-Cola Maldives is rolling out the UTC Promo from March 21 to May 24, giving consumers even more ways to be part of the football excitement. Special promotional packs will feature a unique code either under the cap or under the tab, depending on the product format. For 500ml, 1.25L and 2L PET bottles, codes will appear under the special Golden Caps on Coca-Cola, Sprite, Fanta Orange and Fanta Strawberry. For 330ml cans, codes will appear under the tab on Coca-Cola. Consumers can enter by sending the code via SMS to 2626 for the chance to win a range of prizes throughout the campaign period.
The promotion will run across 330ml cans as well as 500ml, 1.25L and 2L PET bottles, making it easy for consumers to join in whether they are picking up a drink for themselves, sharing with friends, or stocking up for a matchday gathering. With multiple participating brands and pack formats included in the promotion, Coca-Cola Maldives is creating more opportunities for consumers across the country to take part in the campaign and enjoy the football season together.
At the top tier, eight winners will receive an all-expenses-paid experience for two to watch a FIFA World Cup match live, creating a once-in-a-lifetime football moment. Under Tier 2, 60 winners will receive Coca-Cola branded mini-coolers, while 120 winners will take home Coca-Cola branded football-shaped personal coolers. Under Tier 3, 180 winners will receive Coke and FIFA branded footballs, adding even more play and energy to the season.
Adding a live moment to the excitement, the first set of winners will be announced on ICE TV on April 6 at 9pm, with winner announcements continuing every week throughout the promotion. This weekly reveal is set to bring an added sense of anticipation and shared excitement as the campaign unfolds across the Maldives.
The campaign is designed to bring fans closer to the game and make every football moment even more enjoyable. Whether it is watching a match with family at home, catching the action with friends at a café, or picking up a favourite Coca-Cola pack from a neighbourhood store, Coca-Cola Maldives aims to be part of the moments that make football season unforgettable.
“Football has a way of bringing people together like nothing else, and that is what inspired this campaign,” said Mario Perera, Country Head for Sri Lanka and the Maldives. “In the Maldives, the game is enjoyed in such a lively and social way, and Coca-Cola Maldives wanted to create a campaign that feels fun, relevant and easy for people to be part of. It is about celebrating the season, enjoying the experience with others, and giving fans something extra to look forward to.”
Adding to the excitement, Coca-Cola Maldives will also launch collectible country packs in the Maldives from May to July, giving fans the chance to celebrate the global game in a new way. Inspired by some of football’s most recognised nations, these limited-edition packs will bring a colourful and collectible twist to the season.
Across the Maldives, Coca-Cola Maldives will work with retail partners to bring the campaign to life through in-store visibility, promotional touchpoints and selected local activations that capture the spirit of football and community.
“The Maldives is a unique market, and Coca-Cola Maldives wanted this campaign to connect with the way people here enjoy football, together, with energy, and with a real sense of occasion. Coca-Cola Maldives is excited to bring that spirit to life in the months ahead,” added Mario Perera.
This marks the start of Coca-Cola Maldives’ 2026 journey in the market. With more fan moments, more excitement and more ways to join in still to come, Coca-Cola Maldives is looking forward to celebrating the football season with consumers across the country.
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