Its that old market forces thing again. As long as there are club owners who feel that the full extent of their marketing program can only be to be £1 cheaper per hour than the guy down the road then they'll get more business.
Problem is, those that work like this are (dare I put this one forward!) instructors who ended up owning flying clubs and have zero commercial sense!!
If the difference between £99 and £129 per hour (extra £15 for the instructor, extra £15 for the club to pay the bloke who owns it a bit more and allow investment in new kit, aircraft, kettle, roof, shoes etc.) is going to mean no-one can afford to fly anymore then why are the rotary boys getting full diaries at £200 + per hour for a poxy R22????
There are several clubs on the airfield I'm on. And the cheapest is the least busy. Why? Probably (only my guess) they have the oldest aircraft, smallest premises, least well decorated and presented, most like a sausage factory, charge for coffee and because your average punter understands that he gets what he pays for and is willing to pay to enjoy his/her leisure time.
It takes more balls than any instructor I've met to demand a decent wage but the recent talk of an instructors union may help. It also takes more balls than any Club owner I know to be out there on their own £30 more expensive than everyone else.
So when we welcome in the NPPL because its cheaper for the students, or we try and find cheaper maintenance or we all eventually get deisel engines and drop our rates accordingly (some idiots will, trust me!) then we really only shoot ourselves and everyone else in the GA industry in the foot.
If we all got real, no-one would lose students (if they want to fly, they find the money) and self-fly hirers and everyone would get at least a living wage.
Fancy that. Me, a Club owner, looking to pay an instructor £15 more per flying hour!!!!
Gentlemen. We only have ourselves to blame.