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As one of the fastest growing and most dynamic airlines in China, Hainan Airlines actively implements the Strategy of Civil Aviation Powerful Country and focuses on building a world-class airline network with efficient interaction, quality and scale at home and abroad. In 2020, Hainan Airlines and its subsidiaries served nearly 900 domestic and international routes, including more than 750 domestic routes covering all domestic provinces, regions and municipalities directly under the central government and 2 regional cities in Taipei and Macau, and 133 international routes covering Asia, Europe, North America, South America and Oceania, and providing access to 86 cities outside China.
In 2020, Hainan Airlines was awarded SKYTRAX 5-Star Rating for the 10th time and again ranked 7th among SKYTRAX World’s Best Airlines and Best Airline in China. As the only SKYTRAX 5-Star Rating airline in China’s Mainland , Hainan Airlines has a good brand influence, a young and comfortable aircraft fleet and the highest seat occupancy rate in the industry, and belongs to the first group of Chinese airlines. The key competitiveness of the company is mainly reflected in the following aspects:
A security brand with international influence
In 2020, Hainan Airlines made the “Three Awes” the core, insisted on “controlling the work practices, strengthening the three bases, and guarding the bottom line”, strengthened the implementation of responsibilities, and effectively guarded the bottom line of safety, with no man-made unsafe events of general or higher incidents, and with aviation safety indicators exceeding the industry average. Hainan Airlines was the first airline in China’s civil aviation industry to implement the SMS (Safety Management System), and continued to operate smoothly. This year, Hainan Airlines safely operated 443,000 flight hours and accumulated more than 8.35 million flight hours since its establishment. It has achieved 28 years of uninterrupted safe operation without a major incident caused by the company in more than 10 consecutive years and without a general incident caused by man in four consecutive years. The company has contributed to the leapfrog development of China's Civil Aviation from “ a Large Aviation Country” to “a Strong Aviation Country”
Differentiated network core competencies
Hainan Airlines actively responds to the Strategy of Civil Aviation Powerful Country, The Belt and Road Initiative, Hainan Free Trade Port Construction, coordinated development of the Beijing-Tianjin-Hebei Region, and Guangdong-Hong Kong-Macao Greater Bay Area Constrcution by implementing differentiated development strategies, focusing on the core markets of gateways and regional hubs, and showing the effect of the main core market network. By the end of the “13th Five-Year Plan”, Hainan Airlines has established branches and operation bases in 13 of the 24 airports with nationwide passenger traffic of 20 million or more, and its market share in 9 cities is among the top 3. Among them, Hainan has ranked first in market share for many years. Hainan Airlines’s domestic routes between 39 airports with passenger traffic of 10 million or more account for over 90% of the company’s total domestic routes; Hainan, Shenzhen and Chongqing rank first in the number of intercontinental routes, and Beijing ranks second in the number of intercontinental routes to Beijing Capital International Airport. At the same time, the construction of Hainan Free Trade Port opens up new development opportunities for civil aviation in Hainan. Hainan Airlines took advantage of its main base airline to open four long-haul intercontinental routes from Haikou to Moscow, Melbourne, Sydney and Rome, and operated more than 60 international and regional passenger routes from Haikou and Sanya with nearly 90 inbound and outbound flights per week, which is the leading and most important force in building Hainan's international hub route network and further building and improving Hainan's “Air Silk Road”.
Continuously improving the quality of operations
In 2020, Hainan Airlines has strictly implemented the requirements of “Sincere Service”, firmly established the idea of “a normal flight is the best service”, and continuously improved the management system for normal flights with operation control as the core. Through the whole process of operation management, it promotes the improvement of operation efficiency and makes every effort to build an excellent airline with “efficient operation” and “high-quality service” to support the construction of Hainan Free Trade Port. According to CAAC statistics, Hainan Airlines achieved a flight normalization rate of 87.68% in 2020, an increase of 6.55 percentage points over 2019.
Innovative exploration of marketing models
During the “13th Five-Year Plan Period”, Hainan Airlines explored innovative marketing models by deeply analyzing the characteristics of passengers’ consumption behavior and focusing on product marketing and promotion to target customer groups through Internet precision marketing, cross-industry joint marketing and live broadcasting. At the same time, core products such as Fly Freely, Smart/Preferred Economy Class, Business Packages, Family Packages and Transit products were innovated and developed, which significantly improved information reach and product conversion rate, and effectively promoted the positive double growth of active users and operating revenue, with direct sales revenue accounting for more than 50% of total revenue, ranking among the top performers in the industry.
A national company with social responsibility
With sustainable development as the core, fulfillment of social responsibility as the carrier, and value sharing as the driving force, Hainan Airlines integrates social responsibility into corporate management, carries out comprehensive social responsibility practices, focuses on integrating public welfare and business, pays attention to green development and child protection projects, continues to participate in public welfare and charity, and assumes social responsibility. In 2020, Hainan Airlines responded positively to the national appeal and fully participated in guaranteeing the medical rescue transport to fight the pandemic, and took numerous measures to win the battle against Covid-19. It focused on the “Blue Sky Protection Campagin”, “Green Tour - Carbon Offset” and “Energy Management System Construction”, and actively promoted the demonstration effect of green aviation. Hainan Airlines also paid attention to the healthy growth of children and has organized many public welfare activities to care for children. It carried out work to help the poor and farmers, and actively responded to the initiative of CAAC on the special action of consumer poverty alleviation, and mobilized employees to buy and help sell the stagnant products in anti-poverty target areas. Meanwhile, more than 40 wide-body aircraft were deployed in Hainan for the “direct flight with goods” opening up air logistics channels for Hainan’s special agricultural products, such as litchi, and help Hainan agriculture to resume work and production from the Covid-19. Hainan Airlines’s Party organizations across the country visited poor mountainous areas to carry out poverty alleviation work and help families in special need. With the spirit of corporate culture of “doing something for society and doing something for others”, the company serves the national strategy, advocates common development, and contributes to building a harmonious society.
The image of an excellent international airline brand
Hainan Airlines always stays true to its mission, insists on practicing the concept of “Sincere Service”, carries forward the service spirit of “Shopkeeper”, follows the service guideline “SMILE”, and delivers the service concept of “Fly Your Dreams”. It is determined to become a world-class aviation company and an aviation brand of the Chinese nation. In 2020, Hainan Airlines further deepened the improvement and application of the “Hai Face” and “Dream Feather” brand image system, and further enhanced the uniqueness, visibility and reputation of the international aviation brand by improving the consistency and stability of service quality and creating differentiated product and service highlights. Since 2011, Hainan Airlines awarded SKYTRAX 5-Star Rating for the 10th consecutive year and has maintained 7th place in the world’s Best Airline for its high-quality products and services, making it the only airline in China’s Mainland selected for this award.
