All Nippon Airways unveils mid-term strategy with new LCC for the Southeast Asian market

Japan’s ANA, or All Nippon Airways, announced its mid-term corporate strategy for the financial year 2023-2025, revealing that it plans to target different regions with its new brands.

The three main brands under parent company ANA Holdings (ANA HD) are:

ANA, which will continue to expand to a wider reach of customers and long-haul destinations. The company endeavors to resume and increase flights to and from its Japanese hubs at Haneda’s Tokyo International Airport (HND) and Narita International Airport (NRT) in Tokyo.

Peach, an airline which will focus and specialize on short to mid-range routes from Osaka’s Kansai International Airport (KIX) and NRT airport.

AirJapan, the company’s newest brand, will enter the low-cost carrier scene to target the growing Southeast Asian market for the first time. The airline is set to launch during the second half of 2023. Air Japan’s branding was first revealed in March 2022.

“After successfully managing through the last few and challenging years with the effort of our employees, loyalty from our customers, and support from our shareholders and stakeholders, we are happy to announce our three-year strategy that positions ANA HD for the future,” Koji Shibata, ANA president and chief executive officer said in a statement.

“By strengthening our core airline business and transforming the organization, we will strive to realize our new management vision for a brighter future based on sustainable growth,” Shibata added.

New management vision
ANA also announced that for the first time since the holding company structure was established in 2013, the management vision of ANA HD has been revised.

The new management vision carries the slogan, “Uniting the world in wonder”. With that, ANA said it hopes to inspire its employees, customers and society to explore endless possibilities with diverse connections.