Hip­sters in­flight

Onboard Hospitality - - Focus On -

Think you can tar­get mil­len­ni­als? Ben­jamin Coren checks out Air France's trendy

new air­line, Joon, pur­pose-built to do just that

Late last year Air France launched a 'new gen­er­a­tion travel ex­pe­ri­ence' geared specif­i­cally to­wards the mil­len­nial mar­ket. Named Joon (a play on the word je­une - young in French) it has been tagged the 'hispter air­line' and has a very par­tic­u­lar on­board vibe.

The new on­board of­fer fea­tures craft beers and or­ganic cof­fee and the crew sport a cool, ca­sual uni­form. Air France pitches it as a new model of air­line, some­where be­tween a tra­di­tional and low­cost car­rier, of­fer­ing a fly­ing ex­pe­ri­ence they say is both stylish and re­laxed.

Michael Ruet, head of part­ner­ships and ad­ver­tis­ing at Joon, says: "We wanted to cre­ate a prod­uct that was fast and quick to mar­ket. We wanted to think for­ward and cre­ate a new pas­sen­ger ex­pe­ri­ence some­thing dif­fer­ent and recog­nis­able, and de­vel­oped on dig­i­tal con­nec­tiv­ity and tai­lor-made ex­pe­ri­ences."

Based at Paris Charles De Gaulle Air­port, the goal is to have 28 air­craft in the fleet by 2020, com­pris­ing 18 medium-haul and 10 long-haul air­craft. An in-house lab­o­ra­tory will cre­ate and de­velop on­board prod­ucts in­ter­nally and evolve the dig­i­tal prod­uct.

Pas­sen­gers are of­fered 'You Joon' an on­board str­ream­ing ser­vice which de­liv­ers movies, airmaps and flight in­for­ma­tion di­rect to their per­sonal de­vices and on long-haul air­craft new IFEC sys­tems will link with Sky­lights sys­tems to pro­vide VR head­sets for rental on­board.

Cabin crew have been given a ca­su­alchic look de­signed to set the uber cool vibe on­board. Ruet ex­plains: "We wanted dif­fer­ent uni­forms to send a sig­nal to the pas­sen­gers that we are ap­proach­able. Crew dress the same way our cus­tomers do and in styles de­signed to make them feel com­fort­able too." The uni­forms are made of fab­rics spun us­ing 60% re­cy­cled plas­tics, pro­vid­ing an on-mes­sage eco-so­lu­tion mil­len­ni­als will rate too. On­board prod­uct is fo­cused on pre­sent­ing a broad menu of op­tions so pas­sen­gers can

cus­tomise their ex­pe­ri­ence.

All pas­sen­gers get a free wel­come drink and the car­rier of­fers a large on­board menu of more than 60 prod­ucts from aper­i­tifs to snacks and shop­ping ser­vices. Some 20% of food prod­ucts of­fered are or­ganic and lo­cally-made in France.

For pre­mium trav­ellers there is a Busi­ness prod­uct on short haul, and Busi­ness and Pre­mium Econ­omy on long-haul. In long-haul Busi­ness cab­ins there are lie-flat beds and super trendy cock­tails de­vel­oped in col­lab­o­ra­tion with the Ex­per­i­men­tal Cock­tail Club.

Ruet says: "We want to make sure peo­ple can per­son­alise their jour­ney from the first mile to the last. We see 'mil­len­nial' as a state of mind as op­posed to a de­mo­graphic and are go­ing to be very present on so­cial me­dia. Our cam­paigns will be purely dig­i­tal."

We see mil­len­nial as a state of mind as op­posed to a de­mo­graphic

Newspapers in English

Newspapers from UK

© PressReader. All rights reserved.