Oh, Batik Air. No Indonesian airline in recent years has done such a great job at blurring its market position or reputation. Many throughout the web have asked, is Batik Air a legitimate airline? Is it as bad as people say? While it is surely legitimate, whether or not it is a premium airline is debatable. But before answering the question about the airline’s full-service nature, let’s first take a look at its history.

Inceptions to Beginnings

SpaceJet

Back in 2012, the Indonesian low-cost carrier Lion Air announced the creation of SpaceJet – a full-service subsidiary intended to compete with flag carrier Garuda Indonesia. The initial descriptions were exciting and the details were promising. Things like complimentary meals, generous legroom, and a competitive Business Class offering were announced (the latter ultimately replacing Lion Air’s own Business Class service).

On top of that, Lion boasted things like a cutting-edge entertainment system in every seat and high-speed WiFi – amenities not yet offered by its rival. An order for a fleet of Boeing 787s soon followed, to complement the airline’s existing allocation of Boeing 737-900ERs.

Batik Air

In May 2013, SpaceJet was launched as Batik Air, with a maiden flight from Jakarta to Manado. Operated by a brand new Boeing 737-900ER, all of the airline’s lofty promises were kept — sort of. For one, the legal permits for inflight WiFi connectivity has yet to be ratified by the Indonesian government, ultimately stalling that offering. So far so good, right? But compare that to the Batik Air of today and you’ll find a very different carrier.

While the seats of the aircraft remain the same, everything else has changed. Gone are the hot meals on most routes, replaced by a humble, if not lacklustre roll of bread, alongside a cup of water. The entertainment system? Gone. Instead, you’ll find a blank screen devoid of any films or TV shows. In its place is a limited streaming system that is ironically shared with the rest of the Lion Air Group. 

Neither the WiFi connectivity nor the Boeing 787s ever materialised either; after just two years in service, Lion Air announced the cancellation of Batik’s order for five Boeing 787-8s, indefinitely postponing the carrier’s long-haul aspirations. Worse, you’ll often find a dirty and shabby cabin when you board a Batik flight – unthinkable on Garuda Indonesia.

Price Premiums (or lack thereof)

While Batik Air launched to much fanfare, it quickly found out its inability to command any significant fare premium. Logically, full-service carriers depend on charging a premium to operate sustainably. The inability to do so will undoubtedly require the airline to sacrifice certain offerings to make up for this loss. And over a decade on, Batik Air still struggles to do just that. Just take a look at the following.

On a random date one month from now, Batik Air is charging a mere 15% premium over the cheapest airline on the route, AirAsia. And anyone who has flown AirAsia will know that any frills like checked bags would cost significantly above this 15% premium. You’ll also notice that Batik Air charges 40% less than Garuda Indonesia and 50% less than Singapore Airlines, the two heavyweights flying between Indonesia and Singapore.

So what went wrong?

Brand perception. In a market where the most premium home carrier struggles to compete with Singapore Airlines, brand perception is very important. To charge a premium, you need to have that premium look and feel. Unfortunately for Batik Air, those two boxes remain unchecked.

For one, Batik Air never really managed to distance itself from its parent carrier. Conversely, a few years after launch, the Lion Air Group started plastering its logo all over Batik Air’s soft furnishing and branding. The two carriers even share a single check-in area titled ‘Lion Air Group’, which only prevents Batik Air passengers from perceiving a full ‘premium’ experience. At some point, I believe this has caused a conflation between the two brands, having Lion Air and Batik Air perceived as two very similar brands – especially outside the domestic market.

So is Batik Air still a full-service carrier?

Yes and no. While the airline still offers some of the frills you’d find from a full-service carrier, it is a world away from the carrier it aspired to be. Likewise, its reputation still remains heavily tied to Lion Air, thanks to a series of marketing mishaps that conflated the two airlines. I will, however, note that Batik carries a better reputation than its infamous parent carrier. In fact, you’ll find that Batik has all but replaced Lion Air’s services on many international and domestic trunk routes.

In such a sense, weak brand reputation and loyalty have ultimately prevented Batik Air from becoming the premium carrier it aspired to be. People don’t choose to fly Lion Air because it is Lion Air; people fly Lion Air because it is cheap. The same logic goes for Batik Air. And now, with the carrier’s frequent flyer programme, BatikMiles, having no use or benefits, it is hard to think that things will change significantly in the future. At the very least, Batik Air recognises the niche it fills and ensures its fares are only marginally higher than low-cost carriers. More than anything, I think it is safe to say that the airline operates more like a hybrid carrier.

What do you think of Batik Air? Share your thoughts and opinions in the comments below!