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Wings and prayers

LOT's success exposes Tarom's failures

July 7, 2025

5 min read

July 7, 2025

5 min read

Photo: Dreamstime.

Two state-owned airlines, two very different stories. LOT Polish Airlines posted near-record profits earlier this year and is expanding rapidly across Europe and Asia. Meanwhile, Tarom, Romania’s flag carrier, is shrinking fast and burning through taxpayer money to stay airborne.

The numbers are brutal. LOT reported a net profit of 688.5 million złoty (162 million euros) in 2024, its second-best result ever. Tarom hasn’t turned a profit since 2007 and needed a 95.26 million euros EU bailout just to avoid collapse.

The Polish miracle

LOT’s transformation from basket case to European success story defies the conventional wisdom that state-owned airlines are doomed to fail. The Polish carrier transported 10.7 million passengers in 2024, beating its pre-pandemic record by 700,000.

More impressively, it achieved an 8.1 per cent operating profit margin despite fierce competition and falling ticket prices.

The airline has grown aggressively. LOT’s fleet reached 86 aircraft in 2024—the largest in its history—after adding 11 new planes in a single year. Revenue hit 9.93 billion złoty, driven by smart route planning that includes eight new destinations ranging from Tashkent to Riyadh.

LOT now serves 97 destinations across three continents, positioning Warsaw as a genuine hub for travellers between Europe and Asia. The airline’s financial turnaround is equally dramatic: equity soared from negative 734.2 million złoty in 2021 to a record 1.142 billion złoty by end-2024.

The Romanian disaster

Tarom tells the opposite story. The airline flies to just 28 destinations with a fleet of 18 aircraft—a shadow of its former scale. It has closed offices across Romania, from Oradea to Timișoara, as its network shrinks.

Operational chaos is routine. In July 2024, mass pilot ‘sickness’ grounded flights, stranding passengers and forcing Romanian ministers to miss a NATO summit. The incident epitomised deeper problems: poor labour relations, unreliable service, and management dysfunction.

Tarom’s finances are dire. The airline lost over 35 million euros annually in 2018-19, with losses exceeding 80 million euros during the Covid-19 pandemic. Despite repeated promises of profitability, the carrier continues bleeding money. Its EU-mandated restructuring plan requires cutting one-third of staff, including half of management, while selling aircraft and closing routes.

The airline’s desperation shows in its asset sales. Tarom sold its valuable Heathrow slots to Qatar Airways—a retreat from lucrative markets that signals deeper strategic failure.

Lessons from Budapest

Tarom’s plight recalls Malév Hungarian Airlines, which collapsed in February 2012 after 66 years of operation. Like Tarom, Malév suffered from management instability, strategic confusion, and mounting losses. The European Commission’s order to repay 350 million euros in illegal state aid—roughly equal to Malév’s entire 2010 revenue—proved the final blow.

Malév’s demise cost 2,060 jobs, but the market adapted quickly. Ryanair and, in particular, Wizz Air filled the void with new routes and lower fares. Budapest Airport, which lost 40 per cent of passenger traffic overnight, ultimately emerged stronger and now handles more travellers than during Malév’s final years.

What made the difference?

The contrasting fates of LOT and Tarom highlight what separates successful airlines from failures. Management stability proves crucial: LOT benefits from consistent leadership and clear strategic vision, with its 2024-28 strategic plan focusing on growth, efficiency, and financial stability.

Tarom, by contrast, lurches from crisis to crisis with no coherent strategy.

Operational excellence matters just as much. LOT ranked as Europe’s fourth most punctual airline in 2023, while Tarom’s recent flight cancellations and poor service ratings reflect systematic dysfunction. The difference extends to fleet management: LOT operates modern, efficient aircraft and has built Warsaw into a genuine hub connecting Europe with Asia and North America. Tarom’s ageing fleet and shrinking network offer few competitive advantages.

Revenue diversification also distinguishes winners from losers. LOT carried 1.3 million charter passengers in 2024, up 18.5 per cent year-on-year, demonstrating management’s ability to spot opportunities beyond scheduled flights. Such entrepreneurial thinking is notably absent at Tarom.

Time to pull the plug?

Tarom’s predicament raises hard questions about state-owned airlines’ viability in Europe’s competitive market. Hungary’s decision to let Malév collapse rather than continue throwing good money after bad ultimately proved correct. The market efficiently reallocated capacity to better operators while Budapest Airport grew stronger.

Romania faces a similar choice. Tarom’s continued losses drain public resources that could be better spent on infrastructure, education, or healthcare—not least as Romania’s new government enters what is likely to be an extended period of austerity.

The airline’s poor performance suggests it lacks the scale and efficiency to compete with larger European carriers or low-cost airlines.

At the same time, LOT’s success proves that state ownership need not doom airlines to failure. The key is professional management, strategic focus, and political will to make tough decisions. Poland’s patient but disciplined approach to restructuring LOT created a genuinely competitive airline that enhances national connectivity.

The lesson is clear: governments must either commit fully to airline success—with proper management, adequate investment, and operational independence—or get out of the business entirely. Half-measures satisfy no one and waste taxpayers’ money.

Romania’s choice is clear. Follow Hungary’s example and let market forces determine the country’s aviation future, or commit to the fundamental reforms needed to save Tarom.

The current approach—perpetual crisis management funded by taxpayers—serves neither passengers nor the public purse. As LOT demonstrates, excellence requires more than state subsidies. It demands competence, strategy, and the courage to change.

Photo: Dreamstime.

Reinvantage Insight

Reinvantage Insight

The byline Reinvantage Insight is used to denote articles to which several members of the Reinvantage insight and analysis team may have contributed.

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Case study: Global technology company

1. The Client

A global technology company operating across EMEA, with a regional HQ in Istanbul. The company manages 20+ markets, handling everything from brand campaigns to strategic partnerships.

Role we worked with: The EMEA Head of Marketing (supported by two regional managers).

2. The Challenge

Despite strong products and a respected global brand, the regional team was struggling with:

  • Misaligned strategy across markets → campaigns executed with inconsistent narratives.
  • Slowed growth → lead generation plateaued despite increasing spend.
  • Internal friction → marketing, sales, and product teams disagreed on KPIs and priorities.

Traditional fixes (more meetings, more reporting) only created more noise.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional HQ team.

  • Day 1–3: Intake → Reviewed decks, campaign data, and plans.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Sales and marketing had different definitions of “qualified lead.”
    • 40% of spend was going into low-potential markets.
    • The team assumed the problem was lack of budget, but it was actually lack of alignment.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint uncovered that the issue wasn’t budget, but fragmentation.
Three sharp insights unlocked a way forward:

  1. Unified KPIs bridging marketing + sales.
  2. Market prioritisation → shifting budget to 5 high-potential markets.
  3. Simplified narrative → one EMEA core story, locally adaptable.
By just realigning resources and focus, the client could unlock an estimated £250,000 in efficiency gains within the next 12 months — far exceeding the Sprint’s value guarantee. The path to higher returns was already inside the business, hidden by misalignment.
5. From Sprint to Action (4 Pillars Applied)

With clarity secured, Reinvantage didn’t suggest “more projects.”

Instead, we used the Sprint findings to create laser-focused next steps — drawing only from the areas that would deliver the most impact:

  • Readiness → Alignment workshops for sales + marketing teams. New playbooks clarified “qualified lead” definitions and reduced internal disputes.
  • Foresight → A market-opportunity scan identified which 5 countries would deliver the highest ROI, removing the guesswork from allocation.
  • Growth → Guided the reallocation of €2M budget and designed a phased rollout strategy that protected risk while maximising return.
  • Positioning → Built a messaging framework balancing global consistency with local nuance, ensuring campaigns spoke with one clear voice.

Because the Sprint had stripped away noise, these actions weren’t generic consulting ideas — they were directly tied to the breakthroughs.

6. The Results
  • +28% increase in qualified leads across the region.
  • 30% faster campaign rollout due to streamlined approvals.
  • Budget efficiency gains → €2M redirected from low-return to high-potential markets.
  • Internal cohesion → marketing + sales now use a single shared dashboard.
The client came in believing they needed more budget.
The Sprint revealed that what they really needed was clarity and alignment.

With that clarity, the four pillars became not theory, but practical tools to deliver measurable impact.

The Sprint guaranteed at least £20,000 in value — but in this case, it helped unlock more than 10x that within six months.

Case study: Regional VC fund & accelerator

1. The Client

A regional venture capital fund and accelerator focused on early-stage tech start-ups in the Baltics and Central Europe.

The fund had raised a new round and was under pressure to deliver stronger returns while also building its reputation as the go-to platform for founders.

Role we worked with: Managing Partner, supported by the Head of Portfolio Development.

2. The Challenge

Despite a promising portfolio, results were uneven.

Key issues:

  • Scattered portfolio support → no consistent playbook for start-ups, every partner did things differently.
  • Weak differentiation → founders and co-investors saw the fund as “one of many” in the region.
  • Stretched team → too many small bets, not enough clarity on which companies to double down on.

The leadership team knew something was off, but disagreed on whether the issue was pipeline quality, market conditions, or internal capacity.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the partners and portfolio team.

  • Day 1–3: Intake → Reviewed pitch decks, pipeline funnel data, and start-up performance reports.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • No shared definition of a “high-potential founder.”
    • Support resources were spread too thin across the portfolio.
    • The fund’s positioning was more reactive than proactive — it didn’t own a distinctive narrative in the market.
  • Day 5–10: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the challenge wasn’t pipeline quality — it was lack of focus and positioning.

Three core insights provided the turning point:

  1. Portfolio Prioritisation Framework → defined clear criteria for where to double down.
  2. Founder Success Playbook → standardised support model for portfolio companies.
  3. Differentiated Narrative → repositioned the fund as “the accelerator of reinvention-ready founders.”
These shifts alone gave the fund a path to add an estimated £2M+ in portfolio value over the following 18 months, by concentrating capital and resources where they could move the needle most.
5. From Sprint to Action (4 Pillars Applied)

With clarity from the Sprint, Reinvantage created a tailored support plan:

  • Readiness → Coached partners on using the new prioritisation framework and trained the team on deploying the Founder Success Playbook.
  • Foresight → Ran scenario analysis on regional tech trends, helping the fund anticipate where capital would flow next.
  • Growth → Guided resource reallocation across the portfolio and supported new co-investor pitches for top-performing start-ups.
  • Positioning → Crafted a sharper brand story for the fund, positioning it as the reinvention partner for globally minded founders.
6. The Results
  • 10 portfolio companies onboarded to the new Playbook → greater consistency of support.
  • Raised follow-on capital for 3 top start-ups with the new prioritisation framework.
  • +26% increase in inbound deal flow from founders citing the fund’s new positioning.
  • Stronger internal cohesion → partners aligned on where to focus resources.
The client thought the problem was pipeline quality.
The Sprint showed it was actually lack of clarity and focus inside the firm.

By applying the four pillars, Reinvantage helped turn scattered effort into concentrated value creation.

The Sprint guaranteed at least £20,000 in value; here it set the stage for multi-million-pound upside in portfolio growth.

Case study: International impact Organisation

1. The Client

A large international impact organisation focused on entrepreneurship and economic empowerment.
The organisation runs multi-country programmes across Eastern Europe and Central Asia, often in partnership with global donors and corporate sponsors.

Role we worked with: Senior Programme Director, responsible for regional coordination.

2. The Challenge

The organisation had launched a flagship regional initiative supporting women entrepreneurs, but the programme was underperforming.

Key issues:

  • Fragmented delivery → each country office interpreted the programme differently.
  • Donor frustration → reporting lacked consistency and clear impact metrics.
  • Lost momentum → staff energy was spent on administration rather than scaling success stories.

Traditional programme reviews had produced long reports, but no real alignment or action.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional leadership team and representatives from two country offices.

  • Day 1–3: Intake → Reviewed donor reports, programme KPIs, and field feedback.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Donors cared about quantifiable outcomes, but reporting focused on stories.
    • Staff were duplicating efforts across countries, wasting time and resources.
    • The initiative lacked a clear theory of change — everyone described its purpose differently.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the issue wasn’t donor pressure or programme design — it was a lack of shared framework and alignment.

Three critical insights reshaped the path forward:

  1. One Unified Theory of Change → agreed narrative for why the programme exists.
  2. Core Impact Metrics → clear, comparable KPIs across all countries.
  3. Smart Resource Sharing → digital hub to stop duplication and accelerate knowledge flow.
By eliminating duplicated reporting and clarifying what success looks like, the client saw they could save the equivalent of £100,000 in staff time annually — while also unlocking stronger donor confidence and follow-on funding opportunities.
5. From Sprint to Action (4 Pillars Applied)

Armed with Sprint clarity, Reinvantage proposed a laser-focused support plan:

  • Readiness → Trained programme leads on using the new metrics and integrated them into existing workflows.
  • Foresight → Analysed donor trends and expectations, aligning the initiative with the next funding cycle.
  • Growth → Developed a funding case based on the new unified theory of change, securing higher renewal chances.
  • Positioning → Crafted a regional success narrative and storytelling toolkit, helping them showcase results consistently across markets.
6. The Results
  • 30% less time spent on reporting → freed capacity for programme delivery.
  • Donor satisfaction improved → positive feedback on the clarity of impact evidence.
  • Secured new funding commitment → one major donor increased their contribution by 20%.
  • Stronger internal morale → staff felt they were working with clarity, not chaos.
The client thought it needed better donor management.
The Sprint revealed it needed a shared foundation across its teams.

By anchoring on the four pillars, Reinvantage turned alignment into efficiency gains and fresh funding opportunities.

The Sprint guaranteed at least £20,000 in value; here it unlocked both six-figure savings and future-proofed funding.

Case study: National digital development agency

1. The Client

A national digital development agency tasked with driving the government’s digital transformation agenda, including e-services, citizen portals, and smart city pilots.

Role we worked with: Director of Digital Transformation, supported by IT and service delivery leads from three ministries.

2. The Challenge

The agency had strong political backing but faced hurdles in implementation.

Key issues:

  • Siloed projects → each ministry developed digital tools independently, leading to duplication.
  • Citizen frustration → services were digital in name, but still required multiple logins and offline steps.
  • Funding pressure → international partners demanded clearer impact in the short term.

The agency wanted to accelerate momentum but struggled to get alignment across ministries.

3. The Sprint

We ran a 14-day Immersive Reinvention Sprint with the agency’s leadership and digital focal points from three ministries.

  • Day 1–3: Intake → Reviewed strategy docs, donor reports, and citizen feedback data.
  • Day 4: Immersive Sprint Session (half-day) → Breakthroughs:
    • Each ministry had different definitions of “digital service.”
    • 20% of budget was going into overlapping pilot projects.
    • Citizens’ top frustrations were known — but not prioritised.
  • Day 5–14: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the biggest blocker wasn’t lack of funding, but lack of shared priorities.

Three practical insights stood out:

  1. One Definition of Digital Service → agreed across ministries.
  2. Quick-Win Prioritisation → focus on top 3 citizen pain points (ID renewal, business registration, healthcare booking).
  3. Shared Resource Map → pool budgets to eliminate duplication.
These changes alone allowed the agency to unlock £75,000 in immediate savings and deliver 2–3 visible improvements in the next quarter — meeting donor expectations and building citizen trust.
5. From Sprint to Action (4 Pillars Applied)

Based on the Sprint clarity, Reinvantage proposed a modest, targeted package of support:

  • Readiness → Facilitated inter-ministerial workshops to embed the “one digital service” definition.
  • Foresight → Analysed citizen feedback trends to shape the quick-win roadmap.
  • Growth → Supported the reallocation of funds to joint projects, reducing overlap.
  • Positioning → Crafted a communication plan highlighting early digital wins to donors and citizens.
6. The Results
  • 2 pilot services integrated into the central portal (ID renewal + healthcare booking).
  • Budget savings of £75,000 from eliminating overlapping projects.
  • Citizen satisfaction up modestly → call centre complaints on digital services dropped by 12%.
  • Donor confidence improved → short-term impact report received positive feedback.
The client thought it needed more funding and bigger projects.
The Sprint revealed it first needed clarity and alignment.

By applying the four pillars to a targeted scope, Reinvantage helped deliver visible results within a single quarter — proving progress to citizens and donors and laying the groundwork for deeper transformation.