As the aviation industry stabilises, long-term sustainable growth strategies are vital

ON ALL fronts, the Covid-19 pandemic has been the greatest challenge of a generation. For many, the world has been upended - which, no doubt - will leave lasting marks for years to come. A year into the pandemic, as the global impact on businesses, governments and markets continue to unfold, it is clear that few remain unaffected.

The aviation industry was among the most challenged sectors but it has demonstrated resilience and has charted out its path to recovery. In the initial phase, initiatives have been executed already to make flying viable and safe again - from an overhaul of cleaning protocols to greater social distancing across the passenger journey. Under different circumstances, these changes could have taken years to introduce while the next phase will delve even further into the passenger mindset, ensuring that consistent policies, measures and technologies are implemented to restore confidence in airline travel.

Uncertainty breeds hesitation, indecision, and investment slowdowns. With seismic changes underway that will necessitate the writing of a new playbook to navigate the "new normal", can airlines afford to hold off on making stabilising changes and investments now?