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Pacific Royale Airways hanya sempat berkiprah kurang lebih 1,5 tahun saja dalam kompetisi industri penerbangan di Indonesia. Meskipun hanya sekejap namun konsep yang diusung oleh maskapai ini cukup berani yaitu layanan full service bagi para penumpangnya. Ini melawan arus Low Cost Carrier yang berkembang dengan pesat di Indonesia.
Apa yang terjadi dengan maskapai ini dan hal apa yang telah dilakukannya meskipun singkat?

Impian tinggi untuk menembus persaingan

Maskapai Pacific Royale Airways adalah perusahaan PMA yang komposisi saham awalnya di miliki oleh Goenarni Gunawan (Indonesia 51 persen) dan Tarun Trikha (India 49 persen). Mendapatkan AOC (Air Operator Certificate) dengan Nomor AOC 121 – 045 pada tanggal 29 Mei 2012 . Visi dari maskapai ini ialah: sebagai perusahaan penerbangan yang terbaik di kelasnya yang memberikan pelayanan penuh (full service) bagi para pelaku usaha, korporasi dan wisatawan yang menjadi target pasar, sebagai penerbangan dengan pelayanan yang terbaik di Indonesia dengan penggunaan teknologi masa kini dalam standar pelayanan yang berkualitas, dan sebagai suatu kegiatan usaha yang menguntungkan serta efektif dan efisien dalam pengelolaannya. Misinya ialah: menciptakan nilai tambah bagi para stakeholder pengguna jasa angkutan udara di Indonesia khususnya, dengan memberikan jasa pelayanan yang mengutamakan keselamatan, kenyamanan dan keamanan dengan harga yang terjangkau; untuk mendukung perekonomian daerah, nasional dan regional dengan pelayanan angkutan udara baik bagi penumpang dan barang dengan standar yang lebih tinggi, sehingga menjadikan jembatan udara di seluruh wilayah Indonesia sebagai aset bangsa; dan berpartisipasi dalam pengembangan industri pariwisata daerah, nasional dan regional, secara khusus untuk mengembangkan industri pariwisata antara Indonesia dengan Malaysia, Singapura, Hong Kong dan India.

Rencana armada yang digunakan ialah: 5 pesawat tipe Fokker F50 (baling-baling), 4 pesawat tipe Airbus A320 dan 1 pesawat tipe Airbus A330. Untuk rute yang akan diterbangi Fokker F50 untuk rute domestik adalah: Batam, Jambi, Kerinci, Padang, Pekanbaru, Dumai, Matak, Natuna, Semarang, Sampit, Pangkalan Bun, Gunung Sitoli, Putussibau, Jember, Blimbing Sari dan Solo; sedangkan untuk rute internasional adalah: Penang dan Subang (Malaysia). Sedangkan penerbangan Airbus A320/A330 untuk rute domestik adalah: Jakarta, Surabaya, Bandung, Makassar, Denpasar, Gorontalo, Ternate, Jayapura, Pontianak, dan Banjarmasin; dan untuk rute internasional adalah: Singapura, Hongkong, Bombay dan New Delhi (India), Ghuangzou (Cina), Bangkok (Thailand), dan Perth (Australia).

Untuk pelayanan bagi penumpang di semua kelas baik ekonomi maupun bisnis adalah full service. Pacific Royale Airways adalah maskapai penerbangan kedua setelah Garuda Indonesia yang menerapkan sistem pelayanan full service.

Mengapa full service?
Menjadikan konsep full service sebagai metode
pelayanannya menjadikan Pacific Royale Airways harus
berkonsenterasi pada niche market, atau segmen pasar
yang sangat spesifik tapi menguntungkan. Pendekatan ini
dimaksudkan untuk memperkecil pesaingan di pasar.
Hanya sedikit pengusaha yang berkecimpung dalam niche
market tertentu, sebab mereka lebih spesifik dalam
memasarkan sesuatu.
Selain itu, pemikiran pemilihan konsep full service
tersebut juga didasari oleh kenyataan bahwa jumlah kelas
menengah di Indonesia naik setiap tahunnya dengan rata-
rata sekitar 7 juta jiwa. Berdasarkan data Bank Indonesia
(BI) pada tahun 2012 jumlah kelas menengah di Indonesia
mencapai 60 persen dari jumlah penduduk Indonesia atau
sekitar 135 juta jiwa. Hal ini dilihat dari produk domestik
bruto per kapita 2012 yang diperkirakan mencapai 3.850
dolar AS. Kalau kelas menengah naik maka ekonomi
masyarakat juga naik dan tentunya daya beli mereka juga
naik termasuk dalam pariwisata.
Dalam penerapan konsep full service ada 2 hal yang
menjadi prioritas yaitu manajemen kualitas, yaitu menjaga
komitmen dalam kualitas pelayanan dengan kontrol
terhadap kualitas, dan hubungan konsumen dimana
didalamnya mencakup 3 fokus yaitu:
a) Siapakah pelanggan yang menguntungkan dan
bagaimana kita menarik mereka? (customer
acquisition);
b) Bagaimana memberikan apa yang diinginkan oleh
pelanggan, bagaimana mereka menginginkannya,
kapan mereka ingin mengoptimalkan keuntungan
dan pendapatan yang diperoleh (customer
development);
c) Bagaimana membangun dan mempertahankan
loyalitas pelanggan? (customer retention).
Segmen full service saat itu dikuasai oleh Garuda
Indonesia. Pada sembilan bulan pertama 2012, maskapai
ini berhasil mengangkut 10,2 juta penumpang domestik.
Jumlah ini tumbuh sebesar 16 persen dibandingkan dengan
periode yang sama tahun 2011. Melihat potensi ini,
semakin membuat manajemen Pacific Royale Airways
optimis untuk menerapkan konsep full service dalam
memberikan alternatif pilihan bagi penumpang di masa itu.


Goncangan dari dalam
Dalam perjalanannya saat itu, Pacific Royale Airways
berhasil mendapatkan 5 Pesawat Fokker F50 seri terakhir
yang dijual oleh Ethiopian Airlines. Sebagai langkah awal
didatangkan 3 unit pesawat. Satu pesawat ditempatkan di
Batam untuk melayani rute Batam, Jambi, Kerinci,
Padang, dan Pekanbaru (PP). Satu pesawat ditempatkan di
Surabaya untuk melayani rute Surabaya, Semarang,
Pangkalan Bun, dan Bandung (PP). Satu pesawat akan
difungsikan sebagai cadangan jika terjadi sesuatu pada 2
pesawat yang operasional. Penerbangan perdana dari base
Surabaya berjalan kurang mulus dengan sedikit gangguan
pada blade propeler saat rute terakhir. Sementara itu
penerbangan perdana untuk base Batam berjalan dengan
cukup mulus dan disambut dengan antusias oleh
masyarakat setempat. Sesudah itu secara operasional
perjalanan rute-rute penerbangan dari kedua base cukup
lancar. Untuk memenuhi kebutuhan kru kokpit untuk
rating Fokker F50, yang terbatas jumlahnya di Indonesia,
manajemen Pacific Royale Airways mendatangkan
beberapa pilot dan kopilot dari luar negeri (Belanda dan
Australia). Selain itu juga mengirimkan beberapa calon
untuk mengikuti training dan simulator di Belanda untuk
program jangka panjang.
Soft launching dari maskapai Pacific Royale Airways
berlangsung di arena yang cukup bergengsi di kawasan
Asia Pasifik yaitu pada saat acara Singapore Air Show. Pelayanan full service yang diterapkan mendapatkan
banyak tanggapan positif bahkan acungan jempol dari
penumpang maupun pemerintah dan media lokal. Mereka
sedikit terkejut terhadap layanan yang diberikan dengan
harga yang masih kompetitif. Pacific Royale Airways juga
menggandeng mitra gerai kopi premium Anomali dan
menggunakan produk-produk dari Nestle. Ini membuat
citra yang eksklusif.
Namun akhirnya Pacific Royale Airways terhenti akibat
pertentangan internal antara kedua pemegang saham.
Konflik kepentingan dari keduanya membuat manajemen
sangat terganggu sehingga kinerja perusahaan terhambat.
Disewanya 2 konsultan asing justru menambah ricuh
suasana internal. Semua program baik operasional maupun
marketing terhenti. Ini membuat beberapa kru senior
bahkan hengkang karena ketidak pastian suasana. Yang
fatal adalah Beberapa anggota dewan direktur kunci
akhirnya juga mengundurkan diri. Pada bulan Februari
2013 seluruh karyawan di rumahkan dan perusahaan
berhenti beroperasi. Konsep yang rapi dan fenomenal
gagal dalam penerapannya karena sepak terjang para
pemilik modal itu sendiri. Pacific Royale Airways,
ternyata harus layu sebelum berkembang.

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