Tiger roaring up the wrong tree?

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Singapore-based low cost carrier Tiger Airways has dominated its fair share of news headlines this year, as it rolled out an initial public offering, announced a third Australian base at Avalon Airport and announced ambitious plans to double its fleet in the next two years.

Which is all well and good, because it’s always exciting to hear about an airline’s expansion plans.

But lately, Tiger’s efforts to steal the limelight have come across as well… a tad desperate.

First, there was that press release trumpeting itself as the “second biggest airline in Singapore”. Then today, it publicly challenged rivals AirAsia and Jetstar to a “punctuality and transparency contest”, alleging that the two airlines’ on-time performance results are based on criteria that are not as strict as Tiger’s.

Honestly, I doubt Tiger will get a response from either AirAsia or Jetstar, which as we know, are also busy expanding their route network in the increasingly competitive low-cost carrier market.

So Tiger, perhaps it’s time to sink your claws into something, well, more substantial. Tell us about your new routes, about your plans for another base outside Singapore and Australia, about how you plan to increase profit, instead of spending time trying to undermine your rivals.

Work at those plans, and then let the results speak for themselves.

Because at the end of the day, you wouldn’t want to be accused of being a toothless tiger.

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