What is amazing is the Deloitte report focuses so heavily on what they should charge per hour to their customers. They were so blinded to the fixed price per hour!
what they never realised is that with a fixed price per hour, customers will use them when they are the cheapest (normally on short flights) and won’t use them on longer flights, where other operators will recognise the cost of flying comes down. All of the cost is in the climb, the descent, and the landing fees. The cruise is the most cost efficient part of the flight.
One broker even told me, he bought a Wijet JetCard with Guaranteed Availability. Then, whenever the market was busy, and he couldn’t find a cheap aircraft, he’d book the trip on Wijet. He knew they were idiots, and took advantage. They must have lost a fortune on him.