Bonza Won’t Offer Website Bookings

Bonza 737
Bonza will only sell tickets directly through its smartphone App. Photo: Bonza.

Update (October 2022): Bonza has launched a travel agent portal to allow travel agents to book Bonza flights. It remains the case that the only way to book direct will be through Bonza’s app.


In October 2021, Bonza announced plans to launch a new Australian low-cost airline connecting regional Australia with Boeing 737 MAX jets.

The initial announcement was met with some skepticism, but we now know a little bit more about the airline’s plans. For example, Bonza has since announced the 27 routes it plans to serve. Bonza also revealed today that it will only offer bookings through its smartphone App.

Although Bonza has its own website, it won’t be possible to book a flight on it.

This strategy also allows the airline to retain complete control of the customer experience from start to finish, as the customer will interact directly with the Fly Bonza App at every step of the journey.

“Whilst our team of legends work hard to get ready to go on sale, there is one thing you could do (if you haven’t already) – download the Fly Bonza App. It’s going to be the only place to book direct,” Bonza’s Chief Commercial Officer Carly Povey said in an open letter to the Australian public released today.

In this letter, Povey lists a range of benefits to customers of booking directly through the Fly Bonza App. For example, Bonza claims it will be more simple, save time and be better for the environment.

Paperless flights

Bonza also plans to make all its flights paperless. This means there’ll be no printed boarding passes, as passengers will check in using the Fly Bonza smartphone App and get a digital boarding pass. The App will also offer information about the airline’s destinations, will be used to communicate directly with customers in the event of flight disruptions and can be used to order food & drinks on board Bonza’s flights.

After arriving at their destination, Bonza customers will also be asked to leave a “thumbs up” or “thumbs down” review of their flight. This will allow the airline to collect relevant customer feedback in real time (and for free!).

In theory, if this technology all works as advertised, it actually sounds slightly revolutionary. Most airlines have their own smartphone Apps, but very few offer excellent functionality or are used by the airline in such a clever way. However, we wonder what would happen if an elderly customer without a smartphone wanted to fly with Bonza.

Recent plans by Qantas to remove the ability to print a boarding pass at the airport are already slightly controversial. Bonza’s plans are considerably more radical… but who knows, this may just work!

We’re not aware of any other major airlines that don’t offer the ability to book a ticket on their website or through a travel agent. Certainly, some low-cost airlines like Ryanair only offer direct bookings, in order to keep costs low. But you can still book a flight on Ryanair’s website. Bonza’s strategy is unusual in the aviation industry.

Pushback delayed

Bonza said earlier this year that it planned to launch flights in mid-2022. But it now looks like the low-cost carrier might have to delay its first flights by a few months.

The airline said today that it now has confirmation of when it will receive its first Boeing 737 MAX 8 aircraft, but that it’s later than expected. As a result, Povey told Australian travellers they “shouldn’t wait for us to lock in your essential July and August
travel plans.”

Bonza doesn’t yet have an Australian Air Operator’s Certificate (AOC), but says it’s still on track to get this over the coming months.

 

Join the discussion on the Australian Frequent Flyer forum: New domestic Aus Airline to launch in 2022… Bonza!

The editor of Australian Frequent Flyer, Matt's passion for travel has taken him to over 90 countries… with the help of frequent flyer points, of course!
Matt's favourite destinations (so far) are Germany, Brazil & Kazakhstan. His interests include economics, aviation & foreign languages, and he has a soft spot for good food and red wine.

You can connect with Matt by posting on the Australian Frequent Flyer community forum and tagging @AFF Editor.
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Same story from The Oz on line :

A new budget carrier called Bonza is being readied for takeoff as Australia emerges from the Covid crisis, in the hope of tapping into a market hungry for travel.

With a “thumbs up” logo and the backing of US private investment firm 777 Partners, Bonza will sport a fleet of Boeing 737s and focus on regional and leisure destinations.

...

Headed by former Virgin Blue alumni Rick Howell and Tim Jordan, the low-cost carrier was expected to begin selling seats early next year and be in the air by the middle of the year.

Mr Jordan, Bonza’s chief executive, said the airline aimed to introduce more Australians to low-cost air travel with fares expected to be 30 to 40 per cent below that of its competitors.

...

“From a leisure perspective, it probably means we’re not all that we can be in terms of the amount of domestic tourism-related travel across the country.”

Unlike other airlines operating in Australia, Mr Jordan said, Bonza would not be courting the business market or operating in the east coast’s “golden triangle”.

Reply 1 Like

click to expand...

Lets hope its not a RIP er airline 🤣 🤣 🤣

Reply 7 Likes

Well, this is a very strange name, and got me very confused this morning.

I heard about this on the radio, and I thought the new airline were to be called 'bonsai'. I was like, Japanese tree now are we? Okie ......

Reply 3 Likes

Well, this is a very strange name

As in, 'Bonzer, mate'.

Reply 3 Likes

based out of OOL (Coolangatta) perhaps ?

Reply 2 Likes

"The taste is in the pudding", Aust has had many airlines over the past few years.
Ansett/Compass etc, et al.
Have to wait and see if they make it.
Love the name though, real Aussie oi!

Reply 1 Like

Same story from The Oz on line :

Unlike other airlines operating in Australia, Mr Jordan said, Bonza would not be courting the business market or operating in the east coast’s “golden triangle”.

Ok I'll say it. Bogan airlines!

Reply 10 Likes

Yet another Private Equity owned and operated proposed airline.

2 PE-run Airlines (Virgin and REX) are enough, but do we need a 3rd PE owned and operated airline in Australia? That would be 2 LCCs, or 3 if you count VA as a LCC (I mean 'Value Orientated'™Bain) Carrier

As said with REX previously, Qantas only has to 'sit back and watch' their PE rivals try to destroy each other and not have to do much with the discounting unless if needed.

Reply Like

Let's say they list on the ASX, I wouldn't be buying any shares.

Reply 1 Like

While the airline will almost certainly fail, I wholeheartedly welcome its introduction as it will help spur a price war for a period of time, hopefully for long enough until the next competitor comes along.

Reply 1 Like