SWISS CEO Says Ultra-Cheap Airfares Are No Longer Realistic

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CEO of Swiss International Air Lines (SWISS) has stated that extremely cheap airfares—such as the famous CHF 100 tickets—are no longer realistic for the airline industry. He explained that the era of ultra-low pricing is fading because today’s aviation environment is shaped by higher expenses, stricter regulations, and increasing pressure to operate sustainably. As a result, airlines simply cannot continue offering bargain-level prices without compromising financial stability.

One of the biggest cost drivers is the steady increase in global fuel prices. Aviation fuel, which accounts for a significant portion of an airline’s budget, has risen sharply in recent years due to market volatility and limited supply. The CEO emphasized that maintaining extremely low ticket prices would force airlines to operate with minimal margins, leaving them vulnerable to economic shifts and unexpected operational disruptions.

Another critical factor is the global push toward cleaner and more environmentally responsible aviation. Governments and international regulators are pushing airlines to use sustainable aviation fuel (SAF), which produces fewer emissions but remains far more expensive than traditional jet fuel. This transition, although essential for reducing the industry’s carbon footprint, places additional financial pressure on carriers.

The CEO pointed out that the aviation industry can no longer ignore its environmental responsibilities. Airlines are investing in next-generation aircraft, carbon reduction technologies, and fuel-efficient systems to meet global climate targets. These investments are substantial and long-term, and ultimately, some of the cost burden must be reflected in ticket pricing for the industry to remain viable.

He noted that consumers have become accustomed to extremely cheap flights due to decades of intense price wars among carriers. However, the industry is now shifting toward pricing models that better reflect actual operational costs. This adjustment is necessary to avoid financial instability and to ensure that airlines can continue offering safe, reliable, and sustainable travel experiences.

Despite rising expenses, the CEO reassured passengers that airlines will continue striving to offer fair and competitive prices. The goal is not to make air travel exclusive or unaffordable but to balance affordability with long-term sustainability. He added that while promotional fares will still exist, they will not reach the unrealistic ultra-low levels that many passengers were once familiar with.

In conclusion, the CEO highlighted that moving away from ultra-cheap ticket prices is a necessary step to secure the future of global aviation. The combination of rising operational costs, sustainability commitments, and technological investments requires airlines to adapt. Passengers can still expect reasonable fares, but the era of CHF 100 flights, he said, should be seen as part of the past rather than a future expectation.