This paper investigates the non-financial features of an insolvent UK charter airline operator, XL Airways. The airline case study is analysed using a strengths, weaknesses, opportunities and threats (SWOT) framework covering two contrasting time periods of business performance; a prosperous period in the company's history and a period just prior to insolvency. The assessment is based on semi-structured interviews with former management personnel at XL Airways. Some fundamental internal differences at the airline between the two time periods are demonstrated, including organisational inefficiencies and a lack of business focus, suggesting their external threats, although important, may have not been solely to blame for the failure.

Highlights ► The non-financial features of an insolvent UK charter airline operator, XL Airways, are investigated. ► An innovative SWOT framework of two contrasting time periods of business performance is applied. ► Internal company differences at the airline between the time periods are demonstrated, including organisational inefficiencies and a lack of business focus. ► External threats, although important, may not have been solely to blame for the failure.