Newest Low-Cost Airline to Launch in the US

Category: Business


Unlocking Word Meanings

Read the following words/expressions found in today’s article.

  1. underserved / ˌʌn dərˈsɜrvd / (adj) – not having enough products or services

    The underserved community lacks proper medical facilities.

  2. fall into place / fɔl ˈɪn tʊ pleɪs / (idiom) – to happen in a manner that makes success possible

    I got the job! Things are finally falling into place.

  3. cater to / ˈkeɪ tər tə / (phrasal) – to give what is wanted or needed by a person or group

    The new car advertisement caters to young professionals.

  4. overlook / ˌoʊ vərˈlʊk / (v) – to fail to notice or pay attention to something or someone

    The editor overlooked a spelling error on the document’s first page.

  5. point-to-point / ˈpɔɪnt təˈpɔɪnt / (adj) – describing something that travels from one place to another without stopping

    You’ll get to your destination faster if you take a point-to-point bus.


Read the text below.

David Neeleman, the CEO of American low-cost airline JetBlue Airways, will launch a new affordable airline called Breeze Airways.

Previously known as Moxy, Breeze is Neeleman’s fifth airline brand. It will target underserved airports and destinations that have only a few direct flights. Neeleman did not specify which cities Breeze will serve, but he revealed that the new airline’s headquarters will be located in Salt Lake City, Utah.

Breeze has recently applied for an operations certificate at the Federal Aviation Administration and the US Department of Transportation. Neeleman said that Breeze will start operating by the end of the year if things fall into place.

According to Neeleman, Breeze will cater to markets and places overlooked by bigger airlines.  Some of these are places with no direct flights, secondary airports in big cities, and locations that can only be reached through multiple modes of transportation. Breeze plans to introduce point-to-point flights to these markets.

Neeleman is confident that Breeze will be profitable because of the opportunity left behind by larger airlines, which typically flock to popular destinations and ignore lesser-known ones.

To entice customers, Breeze Airways will offer cheap fares, new destinations with nonstop flights, and good service. Breeze’s airplanes will have spacious legroom and in-flight streaming entertainment. Additional upgrades such as snacks or Wi-Fi may be purchased for a certain fee. The airline might also offer first-class or flat-bed seats on certain routes.

Neeleman is also planning to create an all-in-one mobile app for the new airline. He said that the app will be used for changing or canceling flights or ordering food during a flight.

Viewpoint Discussion

Enjoy a discussion with your tutor.

Discussion A

• Do you think it is a good idea for Breeze Airways to fly to underserved destinations? Why or why not?
• Given its offerings, do you think Breeze Airways can effectively entice customers? Why or why not?

Discussion B

• What are some underserved markets in your country (e.g. work-from-home employees, stay-at-home moms)? Discuss.
• If you had the opportunity, what kind of business would you start to cater to these underserved markets? Explain.