23 May 2025

Interview with Salvatore Gabriele Imperiale

Corporate Communications Manager at Wizz Air
As Corporate Communications Manager, what are your main responsibilities and areas of expertise in your daily role?
"Being Corporate Communications Manager at Wizz Air means being fully immersed in one of the most dynamic and inspiring environments in the aviation industry. It’s a role that combines strategic thinking with operational agility, and every day presents new opportunities to contribute to the company’s ambitious growth. 
I proudly serve as the company’s spokesperson in several key markets - including for example Italy, Poland, Albania, Spain, Lithuania, and Georgia - managing our external communications and media relations across the countries. 
Whether I’m giving interviews on TV or radio, briefing journalists, or supporting the local implementation of major announcements, I act as a bridge between Wizz Air and our audience, our customers and our stakeholders. I also work closely with our network of external PR agencies and internal stakeholders to develop and deliver impactful press releases, corporate materials, and brand messaging. 
I’m constantly on the lookout for newsworthy stories that reflect Wizz Air’s values and vision - from route launches to other initiatives - and ensure they are told in a compelling, consistent way across markets. 
A big part of my role is aligning communications strategies with business objectives, working hand-in-hand with commercial, marketing, and operations teams to ensure that our narrative supports our market priorities. 
It’s a role that requires a deep understanding of the brand, a strong grasp of the aviation industry, and a passion for telling stories that resonate with both the media and our passengers."
 
Salvatore Gabriele Imperiale, Corporate Communications Manager di Wizz Air Copyright © Wizz Air
Salvatore Gabriele Imperiale, Corporate Communications Manager at Wizz Air Copyright © Wizz Air
 
How was the ultra-low-cost airline Wizz Air founded, and what challenges did it face in establishing itself within the European low-cost airline market?
"Wizz Air was founded in 2003 with a clear vision: to make air travel more affordable and accessible across Central and Eastern Europe. The airline launched its first flight in May 2004, and from the beginning, it positioned itself as an ultra-low-cost carrier with a lean and efficient operating model. 
One of the main challenges was competing in a market dominated by established legacy carriers and other low-cost airlines. Wizz Air differentiated itself through its strong focus on continuous innovation, aircraft efficiency, support the passengers with products valuable and affordable travel
Expanding during EU enlargement also required navigating a complex regulatory environment, building brand trust in emerging markets, and adapting rapidly to changing consumer expectations. Despite these challenges, Wizz Air grew quickly and successfully expanded into Western Europe, the Middle East, and beyond."
 
Salvatore Gabriele Imperiale, Corporate Communications Manager di Wizz Air Copyright © Wizz Air
Salvatore Gabriele Imperiale, Corporate Communications Manager at Wizz Air Copyright © Wizz Air
 
From its initial routes covering Eastern and Western Europe, Wizz Air has significantly expanded its network. Which countries does Wizz Air currently serve, and how many destinations are included in its network?
"Wizz Air currently serves 53 countries with a network of close to 200 destinations and more than 800 routes. We have 33 bases in 17 countries, and our network includes many European countries such as Italy, Spain, Portugal, Austria, Poland, Romania, Hungary, Armenia, Kazakhstan and Georgia as well as non-European destinations including, Uzbekistan, Egypt, the UAE and Saudi Arabia. This expansive network reflects our ambition to connect more people to more places at affordable fares".
 
Wizz Air Copyright © Wizz Air
Wizz Air Copyright © Wizz Air
 
Wizz Air has also strengthened its presence in Italy. Which airports does the airline operate from, and where are its bases located? Are there any new destinations planned for launch this year?

"In Italy, Wizz Air operates from 27 airports, connecting the country to over 30 markets through more than 200 routes. Our operational bases are strategically located in the North (Milan Malpensa and Venice), Centre (Rome Fiumicino), and South (Naples and Catania). Milan Malpensa was our first Italian base, inaugurated in July 2020. 

This year we are growing in capacity by  20% in our network, and by 10% in Italy, meaning we can now offer more affordable seats to Italian passengers. This summer alone, we will provide a total of 13 million seats on our flights. 

In recent months, we announced the direct flight between Fiumicino and Gran Canaria and between Fiumicino and Birmingham. Very important are the new routes from Rome to Zaragoza, Bilbao and from Venice to Barcelona and Madrid. From Fiumicino and Malpensa, passengers can fly directly to London (Gatwick) and Paris (Orly). From Rome, we also offer direct flights to Lisbon and Marrakech, which is also reachable from Milan

Other destinations include Sharm el-Sheikh, Hurghada, Yerevan, Baku, and Jeddah, while from Malpensa, we offer flights to Abu Dhabi. For those who love Eastern Europe, on May 1st, we operated our first flight from Genoa to Warsaw, and in previous months, we introduced new routes such as Venice-Budapest, Bari-Chișinău, Naples Erevan, Naples Tel Aviv, Naples Brasov, Naples Timisoara and Bergamo-Chișinău. Regarding our future plan: we are constantly evaluating network expansion opportunities, and several new destinations are set to be announced later this year to further strengthen our presence in the Italian market". 

 

Wizz Air Copyright © Wizz Air
Wizz Air Copyright © Wizz Air
 
What aircraft models make up Wizz Air’s fleet, and what services are offered onboard for passengers?

"Wizz Air operates a fleet of 230 Airbus A320 and A321 aircraft, including the state-of-the -art A321neo the most efficient and environmentally sustainable aircraft in its class, designed to reduce fuel consumption and emissions. Our fleet is one of the youngest in the world. The average age of our aircraft is just over 4 years, and our commitment to fleet renewal is key to reducing emissions and keeping operational costs low. 

Onboard, we offer a streamlined and comfortable experience, in line with our ultra-low-cost model. Passengers can enjoy a wide and personalized selection of snacks and beverages from our WIZZ Café, shop from our WIZZ Boutique, and take advantage of various digital services via the Wizz Air app and website, including flexible booking options and seat selection. Ancillary services such as WIZZ Priority, extra legroom seats, and checked baggage options allow travellers to personalize their journey according to their needs and budget".

 

Wizz Air Copyright © Wizz Air
Wizz Air Copyright © Wizz Air
 
Sustainability and Sustainable Aviation Fuel (SAF) are key topics in environmental responsibility, and Wizz Air has received multiple recognitions for its green initiatives. What measures is the airline implementing to reduce its CO₂ emissions?

"Environmental sustainability is a fundamental pillar of Wizz Air’s corporate strategy, reflected in a comprehensive approach that includes fleet modernization, operational efficiency, and a responsible supply chain. The airline achieves its industry-leading low carbon footprint through multiple initiatives (compared to other airlines in 12-month period) - most notably by operating one of the youngest and most efficient fleets in the world, optimizing flight operations, and collaborating across the value chain to implement sustainable practices. And as you mentioned in your question, we also received CAPA award as EMEA’s most environmentally sustainable airline in 2024

A key part of Wizz Air’s decarbonization journey is the recently announced Net Zero Roadmap, which sets out an aspiration to achieving net-zero carbon emissions by 2050. This strategy focuses on three main pillars: fleet (renewal, operational efficiency, innovations), fuel (particularly Sustainable Aviation Fuel) and footprint (working together with partners on air traffic management).
To support this vision, Wizz Air continues to invest in ultra-modern aircraft with the latest fuel-efficient technologies. In FY (financial year) 2024, the airline achieved the lowest CO₂ emissions intensity per passenger-kilometre globally - just 52 grams. Operationally, Wizz Air reduces emissions through measures such as single-engine taxiing and optimized flight routing, with pilots trained in fuel-saving techniques.
Sustainable Aviation Fuel plays a critical role in the Net Zero strategy. Wizz Air has partnered with SAF innovators like Firefly and CleanJoule to secure long-term access to SAF in line with the EU’s RefuelEU Aviation mandate. These partnerships are essential for scaling the use of SAF and significantly reducing lifecycle emissions from flight operations. We will continue working on this path, but we already acknowledge that an airline cannot do this alone - and we always looking for partnerships and improving our supply chain.
 

Wizz Air Copyright © Wizz Air
Wizz Air Copyright © Wizz Air
 
How is the company integrating innovative technologies and artificial intelligence to enhance operations and improve the passenger experience?rience?

"Innovation is at the heart of Wizz Air’s strategy. We continuously integrate advanced technologies to enhance both operational efficiency and customer experience. We are using AI to better plan our operations, to minimize delays, to support maintenance and our dynamic pricing algorithm uses AI powered solutions also". 

 
What are the main challenges that Wizz Air anticipates facing in the near future, and in your opinion, how will the low-cost airline industry evolve?

"Thanks to our close to 300 aircraft orderbook with Airbus and the continuous the delivery of new aircraft we are back to growth this year and have continued to strengthened our commitments to our customers by launching the Customer First Compass initiative. Like the entire aviation industry, Wizz Air faces some challenges in the coming years. These include geopolitical instability and global supply chain issues. Despite these challenges, I believe the future of the ultra low-cost airline sector, and especially Wizz Air’s future is bright. Demand for affordable travel continues to grow, especially among younger generations and in emerging markets. At Wizz Air, we are focused on staying ahead of these trends while continuing to offer the lowest fares in the market and remaining true to our ULCC business model and principles. For that reason, we launched the Customer First Compass initiative, a €14 billion investment over the next three years to enhance every touchpoint of the passenger journey, to remain connected to our customers’ needs and ensure the best fares and the best travel experience to them".

 
Interview by Angela Trivigno
Avion Tourism Magazine
Photo: Copyright © Wizz Air

 
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