Our story
We were scheduled to return to Nassau on Sunday 8th August, 2004 on Bahamasair’s 6:40 p.m. flight. At 3:00 p.m. we made our way to the Bahamasair counter (since as a result of the 911 events, all international flights require check-in three hours prior to departure). While we remained hopeful that our flight 0230 would have been on time, at about 6:00 p.m. an announcement was made that the flight would be delayed until 8:30 p.m. – no explanation, only an announcement.
At approximately 8:30 p.m. (about the time we should have been landing in Nassau had our flight been on time) we were informed that the flight had only just left Nassau and was rescheduled to leave Miami at 9:45 p.m. By this time, the Bahamasair departure gate was filled with a backlog of people from three flights: those bumped off of the oversold 3:00 p.m. flight; patrons from the 6:40 p.m. flight; and persons booked on the 9:30 p.m. flight.
Once our flight finally arrived, it was quite evident that the plane could not accommodate the overflow from the 3:00 p.m. flight and those scheduled for the 6:40 p.m. flight. Needless to say what followed could be summed up in two words ﾖ ABSOLUTE CHAOS ﾖ as a sea of irate travellers “bum rushed” the counter trying to secure a seat on the flight.
Once we too fought our way to the front of the line, we boarded at around 11:45 p.m. we then spent another intolerable hour at the gate. Finally, the plane taxied toward the runway. Then as if Fate had not been cruel enough, the pilot announced that a warning light had come on and we would have to disembark for the engineers to investigate the matter. As the engineers were not able to fix the problem a second chartered flight was sent to retrieve us. So near but yet so far.
We arrived in Nassau at 3:30 a.m. the following morning!
To put it in better perspective, it took 10 hours to fly from Nassau to Spain and about the same time to fly from Miami to Nassau.
Why is it that in 2004, when many other airlines are revamping and reorganising their operations to provide more efficient levels of service, Bahamasair is doing the opposite? Our experience, which was not an isolated event, poses several questions: Why is Bahamasair ﾖ an admittedly bankrupt airline ﾖ chartering aircraft complete with pilots and flight crew? Who is accountable? Shouldn’t, “providing excellent customer service” be somewhere on each Bahamasair employee’s To Do list?
While we readily accede that delays are a frustrating but sometimes inevitable part of travel, and we have no difficulty with inconveniences that may arise in the interest of maintaining passenger safety, what was most disturbing about the entire incident was the complete and utter lack of regard for anything even remotely resembling customer service. For instance, no satisfactory explanation was given as to the reason for the delays. Any other respectable (i.e. seriously competitive) airline would have at least provided better reasoning and compensated passengers for being severely inconvenienced.
For instance, Virgin Airlines as a part of its operating policies, ensures that if any delay lasts longer than 90 minutes, light refreshment vouchers are distributed to passengers (as long as prevailing local conditions allow for such assistance to be delivered). If the delay exceeds three hours further vouchers are provided.
Also, subject to local conditions, every reasonable effort is taken to provide food, water, lavatories and access to medical treatment for passengers onboard an aircraft that is on the ground for an extended period of time without access to the terminal. Persons booked on Bahamasair flight 0230 received NOTHING!!! This type of callous, uncaring service is unacceptable.
Further, the complacency of the Bahamian patrons regarding the event was disturbing. Too many of us accepted this sub-standard treatment and took it in stride as ‘the norm’. Many Bahamians depend on the airline, particularly for inter-island travel and there is no reason why we should expect or accept anything less than the best, especially from our airline!
As it stands, tourism is our number one industry and many Bahamians depend on the tourism dollar as a means of economic survival. As can be expected, there were tourists booked on that flight who commented that Bahamasair is the absolute worst airline in the world.
Please take note, Minister of Tourism! Whether or not their assessment is statistically true is irrelevant. The only thing that matters when dealing with customer satisfaction is their perception of your service quality, and sadly, those visitors had a jaundiced view of The Bahamas long before they ever set foot on our shores.
As the competition for tourist dollars continues to increase, we must make every effort to ensure that we provide uncompromised service levels at every stage of the tourist stay in the Bahamas. To expect anything less is not an option!
Viable solution
Bradley Roberts, Minister of Public Works and Utilities, with responsibility for Bahamasair, previously indicated the Government’s intention to privatise the cash strapped airline. We fully support this initiative as we feel that privatisation will result in the airline being more efficient and competitive (provided Government reduces their stake in the national carrier to a minority).
One of the unfortunate aftershocks of the 911 events was the initial cancellation of international flights. These cancellations brought to light just how dependent we are on others to maintain our international links, and served as a clear indication of the important role a national carrier can play in this area.
Should international carriers decide to cancel service to our shores for less drastic reasons than 911, we would be in a position to continue airlift of visitors. We recommend that Bahamasair focus on these routes and subsequently consider leasing its domestic flights to competent Bahamian entities that meet prescribed strict codes of conduct, for a reasonable fee.
Several charter companies are already filling the gap on certain routes that for many years were inadequately serviced by Bahamasair. From ‘day one’ travellers embraced the welcome alternative these companies represent: improved customer service; a greater frequency of flights; more courteous staff; or simply the confidence that one’s flight would leave ON TIME. While our observations are not based on a scientific survey of customer satisfaction with said charter operators, the general consensus is quite positive.
Finding the right balance
The fact is Bahamasair is bankrupt. As its Chairman, Basil Sands noted in an interview, Bahamasair has lost a total of $338 million in its 30 years of existence and the Government had expended in excess of $247 million in order to keep it afloat.
Table 1 below supports these statements and summarizes the Government’s supplemental budgetary provisions to Bahamasair Holdings for the period 1999-2005. At Colina Financial Advisors, it is our belief, that the Government cannot and should not continue to support such an unprofitable entity.
Table 1 ﾖ Item 021-0919220 ﾖ Bahamasair Holdings- National Budget
Year
Amount
1999/00 $10,000,000
2000/01 $10,000,000
2001/02 $ 7,000,000
2002/03 $12,000,000
2003/04 $ 7,000,000
2004/05 $12,000,000
TOTAL
$58,000,000
Ministry of Finance
We propose that the Government retain a minority shareholding (35%) with the remaining balance of the majority shares, being offered for sale to a strategic partner, the general public, financial and institutional investors, and Bahamasair staff members.
The successful strategic partner would be afforded a greater portion of the 65% (we suggest 45%) and have a free hand in running the airline. However, binding agreements should entail provisions to define the role of the partner, keeping in view matters of national security and other key issues.
We can take a chapter from Air Jamaica, which after lengthy talks and negotiations was privatized in November of 1994. Presently, the Air Jamaica Acquisition Group, comprised of Jamaican businessmen, owns 70% of the airline. The government holds 25%, with 5% of the stock reserved for employee investment. The agreement between the Government of Jamaica and the investor group provides that the airline maintains a national carrier status.
Today, Air Jamaica is a major contributor to the economy of Jamaica, flying more people annually to the island from its various gateways than any other airline. The airline also accounts for the majority of air cargo traffic to the island, which is deeply involved in the growth of Jamaica’s industrial development and international commerce.
In this same vein, there is no plausible reason why Bahamasair cannot and should not be a very important contributor to our national economy, dedicated to not only providing excellent customer service to both residents and visitors, but also offering a profitable investment opportunity for Bahamians, whilst becoming one of the premier national carriers in the region and eventually the world.
To this end, we only say to those key officials that have the power to implement change in this current situation ﾖ “There’s no more time to spare…SELL BAHAMASAIR”
Editorial Section, The Nassau Guardian
