We did our own marketing
When we first acquired the company we said ‘we won’t expand in the tour operation business; we will do our own marketing and fly customers who purchase tickets.’ To keep up with this, the company had to turn 180 degrees. For instance, when you fly for a tour operator and you make the customer dissatisfied, you do not suffer because the problem goes directly to the tour operator; but that is not the case in our model. If there is a problem, you have to deal with it directly.
For this reason, the first thing we did when we took over the company was to hire an English flight crew trainer to train our cabin supervisors on weekends on ‘how to act towards the customer’. In the tour operator business, everything was free. With meals, for instance, you could select two from chicken, fish and red meat. Since I did not know much about the aviation business, I said let us calculate the cost of the tray we are serving. When calcul