Sri Lanka flag carrier, SriLankan Airlines has formulated a new five-year Strategic Business Plan for the period 2019-24 with the objective of transforming itself into a financially viable organization airline group with high brand visibility and a global reputation for excellence, while turning Sri Lanka into a strategic hub for air travel and air cargo in the Asia-Africa-Middle East region.

The plan recognises the contribution of the national carrier to a vast number of industries in Sri Lanka, including all export, import, and travel-related industries. The plan requires the government's approval. It was formulated by the national carrier's new management team under the leadership of chief executive officer Vipula Gunatilleka, who was appointed in mid-2018.

A key aspect of the strategic business plan includes developing a route network to match customer demand and market opportunities, including new destinations in Europe, Africa, the Middle East, South Asia, the Far East and Australia, as opposed to the limited point-to-point strategy, reported Sunday Observer, Colombo.

It also focuses on selecting a fleet that is cost effective and best matches the requirements of the route network; enhancing the customer experience by improving customer-centricity throughout the airline; adopting best practices to improve productivity; growing online sales to reach a wider market in a more cost effective manner; greater employee engagement; and implementing a competitive cost structure through a greater cost consciousness throughout the company.

The airline would also expand its use of standard operating procedures and global best practices. Furthermore, the blueprint focuses on digital transformation through the adoption of new technologies and increasing ancillary revenue from the group's sub-business units, including SriLankan Cargo.

SriLankan has already won several global accolades already this year including 2 ‘First Stars’ and a ‘Third Star’ at the Golden City Gate Awards at ITB Berlin 2019, the world’s largest travel trade event. In 2018, SriLankan 2018 bagged the accolades of ‘World’s Leading Airline to the Indian Ocean‘, ‘Asia’s Leading Marketing Campaign‘, and ‘Asia’s Leading Airline to the Indian Ocean‘ at the World Travel Awards 2018; and a ‘First Star Campaign‘ and 2 ‘Second Star Campaign‘ awards at the Golden City Gate Awards at ITB Berlin 2018.