You don’t have to be David Tennant to know that flying’s a seriously stressful experience.
Still, nearly 11 million people fly to, from or through Taiwan’s capital each year, according to public broadcaster TVBS.
So every year the airline sector battles for every tick in the ticker, just to fill those little and oft-overlooked seats.
As investors show interest in Taiwan’s air travel sector, and more consumers shift to budget airlines, the field of players is getting more crowded.
There are charter companies, private flights, lower-cost regional affiliates like EVA Air and a dozen or so budget airlines.
So the Taiwanese government, which requires a minimum flight size of 60 seats, opened up the licensed business of charter and scheduled airlines. It also opened up the channel for a newly-formed premium airline called MomoAir to launch its operations.
But it’s hard to sell new luxury services from an established carrier like EVA Air on budget airlines. So MomoAir’s CEO Zhang Chao prefers to draw comparisons with the iconic plays like “Hamlet” and the “Orpheus” Suite by Bauhaus artist Carl Andre.
“Like ‘Hamlet,’ there’s no evidence to prove in our story that MomoAir is going to achieve any clear result.
“On ‘Hamlet,’ the protagonist kills himself after failing to achieve the ideal life. So like ‘Hamlet,’ the dreams that the flight attendants discuss with passengers don’t seem achievable.
“Although none of the passengers are quitting their jobs to start flights. But like Hamlet, MomoAir is determined to go through obstacles in order to achieve the ‘end’ of the dream.”