History

Without a doubt Hainan Airlines is China’s most luxurious airline. Like everything else about China the airline has enjoyed phenomenal success, beginning with its first flight in 1989, growing to become one of the world’s truly great airlines, now operating from nine hubs across China and flying to five continents globally. The privately owned company’s head office is in Haikou city on China’s popular holiday island province of Hainan and its shares are traded on the Shanghai Stock Exchange. The airline has grown through acquisition of competitors and by joint venture with both regional Chinese airlines and international transport companies. The airline group also has shares in many airports, transport companies, hotels, resorts, shopping centres and financial service providers as well while expanding its aircraft engineering services throughout China. The airline has a massive fleet of modern Boeings and Airbus jets, and will soon operate the modern Chinese built 190 seat Comac C919 Regional Jet. While legacy airlines struggle to break even and cut service to remain afloat, Hainan Airlines has been both improving service and expanding profits. In September 2011 revenue was up 20% on last year with most of the growth generated domestically. In the last few years Hainan Airlines has been showered with awards for excellence in service and management.

On-Board Service

Hainan Airlines crew provide some of the best on board experiences in the sky today. On international flights crew are generally multi-lingual while for domestic Chinese flights they are generally Chinese speaking. But smiles and friendliness are an international language and flight attendants love to smile and are super friendly. Call buttons are answered promptly, crew are young, attractive and formal. Special requests seem to never be too much trouble. Hainan Airlines wins customers through the quality of its crew.

Network

Hainan Island is China’s smallest province in the south of the country, but its airline operates an impressive 500 routes between 90 airports. The airline hubs from nine different Chinese cities so provides a comprehensive domestic network often partnered with its own subsidiary airlines. Internationally the airline operates a limited network which includes mostly secondary airports. For example Hainan Airlines flies to six Russian destinations but their only flight to the US is to Seattle, their only flight to Japan is Okinawa and their sole service to Korea is Busan. Hainan Airlines seem to have selected international routes ignored by other airlines and their target market is China’s traveling public.

Price

Hainan Airlines provides excellent value for money. While ticket prices are modest, service is high, aircraft are new and clean and the Chinese airports that the airline operates from are sophisticated and efficient. Passengers do not need to pay extra for food, entertainment or essentials like blankets.

Catering

Hainan Airlines catering is mixed. On shorter domestic flights it is often a snack and drink served in a cardboard box, while longer international flights it will be a traditional airline meal with a Chinese theme. However meals are served politely and in Business and First Class the quality of meals, cutlery and linen equals the best. Hainan Airlines unashamedly serve Chinese food which is sometimes very tasty and interesting, but usually just regular airline cuisine.

Entertainment

The entertainment system available depends on the route and the aircraft being operated. Larger Airbus A340 aircraft have the latest Panasonic video on demand seat back entertainment units while smaller aircraft will have only the internal drop down TV’s or larger screen at the front of the plane. The video and audio channels naturally have many Chinese choices but also several English selections and little else in other languages. The airlines in-flight magazine ‘Expression’ is a fine read, but mostly in Chinese.

Ground Service and baggage

Hainan Airlines provides efficient ground services by professional and formal check-in agents. The airline has a standard official baggage allowance of 23kg for Economy and 30kg for Business, however passengers can expect to an extra 10kg before eyebrows will be raised. Business or First Class passengers are unlikely to questioned about how much luggage they bring as staff turn a blind eye to it. Chinese airports handle luggage efficiently and carefully. Theft is unheard of. Domestic passengers can use self check kiosks at most airports but if you have baggage there is little point in doing so as you need to visit another counter to check in your luggage.

Premium Classes & Lounges

Hainan Airlines have a First and Business Class and their own VIP lounges at Haikou, Beijing and Xian. Their premium passengers use other airlines at other airports and internationally. First and Business Class flights on larger aircraft have an extremely comfortable lie flat bed while smaller aircraft have reclining seats. Cabin interiors have a red and cream theme. Crew are extremely attentive and formal. Premium passengers are offered a limousine service to and from the airport. Hainan Airlines is continuously adding extra services for premium passengers who they are strategically attempted to win over.

Economy Class

Flying Hainan Airlines in Economy is a pleasant experience. Seating is standard, the entertainment system is modern and free. Meals are regular sized and tasty. On top of this baggage allowance is reasonably generous, crew are friendly, planes are modern and their schedule is reliable. The airline also provides transfer shuttles between Chinese airports and the city CBD, which is convenient.

Frequent Flyer Programme

Hainan Airlines is independent of the global airline alliances and currently has no plans to join any. Their own passenger loyalty programme, called the Fortune Wings Club is primarily aimed at China’s vast domestic population. Points are earned on flights and on dozens of associated products, often owned directly or partly by the airline group. A Fortune Wings Club card will earn points at hotels, resorts, with car hire and is partnered to credit cards, mobile phones and an expanding range of retail outlets mostly in China. Club membership is as much about status as it is about saving money.

Corporate Culture

Growing from a small airline to China’s fourth largest carrier and one of the world’s most awarded airlines is no accident, but the result of intelligent planning and realistic goal setting. Hainan Airlines is clearly well run and administrative skill seems to be valued by management. There is nothing communist about the airlines determined capitalist culture where the priorities of the company are superior to individual wants. The airline’s management team are not as ruthless or as underhanded as those running (less successful) airlines in American, Europe or Australia for example. Staff enjoy wearing their Hainan Airlines uniform which says something about the airlines corporate culture.

Safety

Chinese airlines don’t have the best safety record, partly due to the Civil Aviation Authority of China which seems obsessed with covering up accidents than preventing them. However in two decades of flying, Hainan Airlines has had only two accidents and neither resulted in a fatality, which by Chinese standards is miraculous. Hainan Airlines have they value safety by giving it a high priority. While other airlines cut costs to keep their airlines airborne, Hainan Airlines is improving maintenance to win customers and boost profits.

Hainan Airlines - Rating

China’s best airline and one of the world’s great carriers, growing fast by providing great value and even better service.

www.global.hnair.com/en