PORT OF SPAIN, Trinidad - In 2011, when Caribbean Airlines (CAL) and Air Jamaica joined forces, the plan was that this “truly Caribbean airline” would efficiently serve the region and beyond as “one airline but two brands,” replacing two loss-making airlines which had been propped up and protected by their governments for several decades.
But, as this week’s ultimatum from the Jamaican government on CAL and the Air Jamaica brand underscores, achieving viability in the area of airlift remains elusive, if only because national pride continues to override regional good. The truth is that an Air Jamaica brand is more illusory than real. Effectively, Air Jamaica ceased to exist in May 2011. Like CAL’s predecessor, BWIA, it may continue to inspire national pride, but little else.
However, a general unwillingness to move beyond that “we plane” syndrome has stifled any chances of viability for the Caribbean’s largest airline. Before and since the merger, losses have been the order of the day, imposing significant financial burdens on taxpayers in T&T and Jamaica.