Marabu Airlines recently celebrated its second anniversary. Working closely with the Marabu team has given us the opportunity to hear directly from their CEO, Axel Schefe, about his journey. He shares his early passion for aviation and discusses how he has led Marabu through challenges with a vision of innovation and agility. Axel also reflects on how strategic partnerships and a customer-first approach have been crucial in building Marabu as a passenger-centric airline.
Tell us about your journey in aviation.
Axel: I started exactly 25 years ago as a flight attendant. I served two years in the air. After that, I went to university and worked in almost every department you can imagine in the aviation industry—airlines, airports, on the ground, and in the air. Now, I’m here serving my team as CEO of Marabu Airlines.
That’s an amazing journey. How did you stay motivated throughout your career?
Axel: Aviation. We call it the "virus." Once you start in the aviation industry, you can never stop. On my very first day, November 1, 1999, I entered the training room, and that day changed my life. Flying, seeing the sun every day, serving customers—it caught my attention and became my passion. Ever since then, I’ve been dreaming about aviation. I wake up excited, dream about it, and feel lucky to spend my life in this field. I’m humbled to lead Marabu Airlines and support my people in building a great airline.
Aviation is a harsh industry. How have you managed to stay resilient?
Axel: The past 25 years have been full of challenges. Everyone remembers COVID-19, but before that, there were other crises like the volcanic eruption in Iceland and financial downturns. The aviation industry is like a roller coaster—constantly going up and down. It’s very different from when I started, but that keeps it interesting. Each crisis teaches us resilience. There’s a saying: "What doesn’t kill you makes you stronger," and it’s true for aviation. Airlines that survive are the ones that learn to adapt and innovate. They are the ones serving customers and growing today.
With all your experience, how do you bring that knowledge to Marabu Airlines?
Axel: I’ve learned a lot over the years, and I use that to guide my team—telling them where to focus and how to prepare. But it’s not just about me; a big, experienced team is working behind the scenes. My job is to give them the attention and support they need. Having been in the industry longer than most, I’ve learned that preparation is key to survival. We’ve put programs in place to address challenges and remain resilient.
How did the idea for Marabu Airlines come about?
Axel: The idea emerged three years ago, and two years ago, we officially founded Marabu Airlines. Last week [December 2024], we celebrated our second anniversary. About five months after founding, in April 2023, our first flight took off. Since then, we’ve transported over two million guests. Marabu Airlines is young—only two years since its founding and one and a half years in the air—but we’ve grown rapidly.
We chose Estonia as our base because it’s a digital-first country. Estonians have a unique mindset and a forward-thinking approach to life. Paperwork and traditional methods aren’t their style, and we’ve embedded that mindset into our operations to make Marabu a next-generation, digital, and lean airline.
What are Marabu Airlines' core values?
Axel: Marabu Airlines is about being digital, innovative, lean, and customer-focused. Everything we do revolves around the customer. If we can’t deliver a good product and offering, then we have no reason to exist. We also strive to keep a startup mindset—agility, a "can-do" attitude, and no limits on innovation—to create the best products in a short timeframe and make customers happy.
How does Marabu differ from traditional airlines?
Axel: About 50% of our team doesn’t come from aviation. They come from other startups and industries, especially here in Estonia. We deliberately hire people without aviation backgrounds for roles like finance or controlling. Aviation people often think they know customers best, but that’s not always true. By hiring people from outside the industry, we gain fresh perspectives. Our customers aren’t aviation experts; they’re normal people. Having a diverse team helps us better understand and serve them.
Technology plays a big role in your operations. How do you use it?
Axel: Digital solutions are at the heart of what we do. Customers want seamless and effortless experiences, whether through apps or websites. We aim to modernise our operations and avoid outdated processes. Airlines that can integrate digital tools throughout the customer journey will succeed. Legacy airlines often struggle because their systems are deeply entrenched in outdated processes. They frequently digitise old workflows without rethinking them entirely, which can lead to inefficiencies and a poor customer experience. As a new airline, we’ve had the advantage of starting with a clean slate, allowing us to build a modern, efficient, and customer-centric approach.
How do you approach partnerships?
Axel: I spent years working in procurement on large projects and learned that the cheapest or loudest partner isn’t always the best. You get to know a true partner over time—through shared values, visions, and collaboration. Sometimes, it’s during informal moments, like a dinner or a conversation over a glass of wine, that you understand whether a partner aligns with your goals. Our partnerships are built on trust and shared innovation, and we’ve been fortunate to find the right partners who grow with us.
Partnership with Ink
The collaboration between Marabu and Ink began with the integration of Ink’s Departure Control System (Ink DCS), which established the groundwork for efficient passenger handling. Recently, Marabu introduced a new online check-in system, ‘Cloud Shopper,’ which was brought to life together with Ink and other partners.
"Partnership is a two-way street—it’s about trust and cooperation. Ink is a perfect partner for us because we share the same mindset and approach. They’re newer to the industry compared to the competition, and that’s important to us.”
“My team is happy with the pace of Ink’s innovation and the collaboration, which is key to creating better products for our customers. The recently launched 'Cloud Shopper' went live after three and a half months from the first idea. It’s mind-blowing. The system looks amazing, has great functionalities, and more to come."
What’s your vision for the future of Marabu?
Axel: We started with four aircraft and will operate eight next year. The year after, we’ll have 15. We’re doubling our fleet yearly, but our challenge is scaling while keeping our startup agility. For us, the key is balancing low costs with exceptional service. Maintaining this balance, we’ll continue to invite customers to fly with us again and again.
Where do you see the aviation industry heading?
Axel: Digitalisation is the future. Most airlines use similar aircraft, so the real difference will come from how digital and personalised their services are. Safety will always be the foundation, but airlines that combine safety with high performance and tailored customer experiences will lead the industry. By understanding customer needs and leveraging data, we can offer bespoke products that enhance the travel experience.
Could airlines expand into offering more than just a flight?
Axel: Absolutely. Airlines know their customers’ destinations and travel purposes, which gives them an edge in offering relevant services. For example, if someone is flying to Egypt to dive, it makes sense to offer a diving package. It’s not about forcing products but inviting customers to consider tailored offers. This approach adds value and makes the travel experience truly personalised. We see great potential in this direction. If you deliver great products and services, customers will come back.