Since the mid 2000s the air-transport industry has been in an era of hyper-competition. Medium-haul has been irreversibly disrupted, and the sector has become a mass-market industry. Now airlines are preparing for the next battle in the sky: the fight for the long-haul traveler.
With lower regulatory barriers and the latest long-haul aircrafts delivering on their promises, new business models are emerging, from "long-haul, low-cost" (LHLC) to the revisited "ultra-long range". Therefore, no one seems immune: neither legacy airlines around the world, nor the mighty Gulf carriers. All may have to rethink their strategies.