New Commercial Developments
The introduction of several new, short-haul jetliners into a small airline's fleet over a short time necessitated more efficient marketing. Laker Airways came up with a 30% discount offer to encourage tour operators to charter the airline's aircraft during the winter trough and a "time charter". The former helped create winter traffic to popular Mediterranean resorts while the latter gave tour operators financial incentives to charter an aircraft's capacity for an entire season. This ensured the fleet was fully utilised throughout the year, smoothing out the peaks and troughs that characterise charter airlines. It also enabled the airline to sell its One-Eleven capacity two years ahead of delivery, thereby helping make Laker Airways the most profitable charter airline of its era in Britain.
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