How to... step up the experience
In a competitive market, airlines have to constantly enhance the onboard experience. Julie Baxter learns how Royal Brunei Airlines has upped its service game to do just that
IDENTIFY THE PRIORITY
Royal Brunei Airlines recognised guest experience was key to success, most particularly in the Business cabin where competitors were also constantly enhancing the offer.
FOCUSED PHILOSOPHY
Adiel Mambara, country manager, explains: “The inflight team developed a philosophy focused around a warm Royal Brunei welcome and hospitality touchpoints through all stages of the journey. The key points were to make passengers feel welcome from the start, to always be available and attentive, to be reliable (both with regards on time performance and meeting requests), and to be innovative through a process of constant upgrading.
INSPIRE THE CREW
To support the enhancements, workshops were run for crew, supplemented by e-learning courses. There were blueprint and soft skills courses to ensure consistent service language and delivery, including in the special care of guests with additional needs.
EVOLVE THE SERVICE
Offering Business and Economy cabins, Royal Brunei moved to a highly personalised Dine on Request service concept in Business providing greater passenger flexibility. Meanwhile, in Economy there is a meal choice and meal recovery tags for sleeping passengers to request their meal on waking.
ADD TO THE PRODUCT
While seat comfort and leg room are important, the airline also looked to additional touches. A welcome drink (non-alcoholic as Royal Brunei is dry), noise cancelling headsets, digital reader apps and lie-flat turndown service were added in Business. And on sourcing, there was an ongoing switch to greener, biodegradable alternatives.
BUILD PARTNERSHIPS
All meals onboard are certified fully halal and designed to offer restaurant-quality dining using local produce. The caterers propose new ideas based on passenger profiles, the length of flights and route departure times. •