The emergent long tail business model in the airline industry. The case of Volotea

Abstract

We analysed to what extent the business model of the Spanish airline Volotea can be understood as a distinct business model. We characterized this emergent business model, comparing it to other models applied in the short haul market. We conclude that this business model can be described as a long tail business model in the airline industry. We also point out that this emergent model can support a blue ocean strategy in some mature markets, although this strategy would require opening the business’ black box to analyse it at the activity level.