SA’s newest airline set for lift-off

In the midst of a global aviation crisis, South Africa is witnessing the birth of its newest airline, Lift. Co-founded by industry veteran Gidon Novick, former CEO of Comair and co-founder of Kulula, Lift is set to defy the odds and take to the skies. With the inaugural flight just hours away, Novick sat down with CNBC Africa to discuss the journey ahead. Despite facing skepticism in light of the challenging times for the aviation industry, Novick remains confident in Lift's unique business model. Unlike traditional airlines that rely heavily on debt and supply-driven operations, Lift is paving the way with a demand-driven approach, offering flexibility and efficiency like never before. This innovative strategy not only sets Lift apart from its competitors but also addresses the evolving needs of modern travelers. A key differentiator for Lift is its customer-centric focus, promising a brand that exudes attitude and spunk, coupled with unrivaled customer service. In response to the growing demand for flexibility in travel plans, Lift has eliminated booking charges and simplified the process of changing or cancelling reservations, easing the anxiety for passengers. While profitability may not be immediate, Novick emphasizes that Lift's long-term vision and strategic partnerships with industry experts position the airline for success. By leveraging existing resources and talent within the aviation sector, Lift minimizes capital requirements and navigates the cyclical nature of the industry with confidence. As Lift prepares for takeoff, the industry and the nation eagerly await the impact of this bold venture. With a clear vision, a resilient business model, and a commitment to innovation, Lift is poised to soar to new heights in the competitive aviation landscape.