Whilst much of what Adria’s management implement is at the mercy of the flag-carrier’s new owners, there is, as has perpetually been the case, a strategic position being adopted despite of and because of the interminable ongoing privatization process of the Brnik-based airline. In other words, Adria cannot plan for a scenario which may still not occur. In deciding to maximise the optimal performance of its raft of current routes instead of chancing its arm with additional services not guaranteed to be successful, Adria’s management are playing the percentages, perhaps influenced by the successful ‘seeing off’ of Swiss Airlines’ service between Zurich and Ljubljana that ran in tandem with Adria’s own, but, is due to be shelved in early 2016. With a tentative strategy up to 2017, Adria’s CEO Mark Anzur could perhaps be forgiven for thinking a takeover of the ailing airline will be believed only when the ink has dried.
An intriguing and somewhat incongruous aside to Adria’s troubles has been its adoption of the now defunct Estonian Air’s Tallinn-based schedule, honouring flights whilst using the former airline’s fleet. Although this will obviously prove to be a welcome money-spinner for Adria, it seems strange that their concentration on events away from Slovenia’s borders has perhaps influenced its decision to shelve ambitions closer to home. Slovenia’s administration, headed by state-owned vehicle Slovenian Sovereign Holding(SSH) are expected to commence the process of choosing the preferred binding bid although, will the state sell Adria, in its desperation to jettison a financial bottomless pit, at any price? In what is undoubtedly a buyers market, the state will have to balance its desire to remove Adria from the books with its duty of care towards the airline’s workforce and reputation, which could be damaged by a cheap disposal to a Hedge Fund predicated on a quick resale.
Further reading on Adria Airways can be found at the Ex Yugoslav Aviation website: