Ultra ambitious
Colombian start-up Ultra Air is hoping to capitalise on Avianca’s pandemic-prompted problems when it launches services later this year. Chris Smith speaks to its CEO, William Shaw
Since his first job in the industry as a check-in clerk, William Shaw has played important roles in the development of several airlines
ULTRA AIR
Poised to sprint off the starting blocks later this year is Colombian startup Ultra Air, making a bid to rejuvenate South America’s low-cost sector. While many airlines are still reeling from the effects of the COVID-19 pandemic, choosing to launch an airline amid so much uncertainty could, perhaps, be considered a rather brazen stunt. However, the CEO and founder behind the new venture, William Shaw, believes the timing could not be better. He gave Airliner World an exclusive update on his exciting vision for shaping the airline into what he hopes will be one of the most formidable low-cost carriers anywhere in Latin America.
Back to basics
Over the years, William Shaw has emerged as one of the most revered airline entrepreneurs within the region. While he may nowadays be comfortable sitting in a corporate boardroom, his love affair with the airline industry started behind a check-in desk, before quickly working his way up through the ranks.
The dual British and Mexican national initially joined British Airways in the early 1990s as a member of the check-in staff at Mexico City Airport. After discovering his passion for the airline industry – as well as possessing talent that was hard for his superiors to overlook – he eventually progressed to managerial roles within the UK flag carrier. He served as the airline’s sales manager for Colombia, before moving north to work for the cargo division in San Francisco.
His time in California enabled him to study at Stanford Graduate School of Business, where he penned a thesis on the economics of developing a new low-cost airline in South America. It proved to be the inspiration for the birth of Colombia’s first low-cost airline, Viva Air Colombia.
Ultra Air is to create its first hub at Medellín José María Córdova International Airport
AIRPLAN S.A.S
Viva Air Colombia, which Shaw co-founded in 2009, will go head-to-head with Ultra Air when it launches later this year
This livery is likely to become a regular sight on Airbus A320ceos and NEOs in Colombian skies
ULTRA AIR