Airfrance Sets Its Passengers Apart From the Crowd
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Transcript of Airfrance Sets Its Passengers Apart From the Crowd
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strategic approach Air France sets its passengers apart from the crowdContents
The new Air France travel concept, a strategic project dedicated to passengers / page 4
Air France upgrades its range of products and services / page 6
A new series of travel services shaped by passengers’ changing expectations and needs / page 9
Photos: Philippe Costes, Air France cabin environment
Frédéric de Gasquet, Terminal 2E Paris-CDG
Luc Boegly, Air France lounges
Air France - Press Office - www.airfrance.com/corporate - Tel.: +33 (0)1 41 56 56 00
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It will have taken more than 300 million euros in investments over two years and five years of work
to bring this project to fruition, and it involved 14 different sectors in Air France, close on 50 suppliers,
300,000 working hours to refit 69 aircraft, the delivery of 15 new fully-equipped aircraft, 290 third-
generation self-service kiosks, 50% more personal space in l’Espace Première and 27% in l’Espace
Affaires…
A quick glance at these figures gives you an idea of the impressive amount of work accomplished
by Air France to continue to anticipate and satisfy the needs of its customers, despite the particularly
difficult economic context of the air transport sector.
The result is a luxury First Class, l’Espace Première, available on flights to a carefully selected
range of destinations, and an even further enhanced Business Class, l’Espace Affaires, offering
passengers a lie-flat seat-bed reclining to 180°. The introduction of this new, completely reworked
chain of products and services from November 2003 to Summer 2005 constitutes the new Air
France travel concept.
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A new product in keeping with Air France’s
ongoing policy to satisfy its customers as
closely as possible.
Air France has always striven to provide the best an
airline can offer to satisfy its 42 million passengers
each year. Thanks to its modern fleet and to one of
the largest networks, primarily due to the SkyTeam
alliance, Air France has undeniably succeeded in
becoming one of the leading airlines worldwide,
achieving the status of an airline major. It now ranks
first in Europe in terms of traffic, and second worldwide
for international passenger transport (IATA 2002 data).
Winning over new customers and retaining the
loyalty of those who have already opted for Air France
is a daily challenge for the 71,000 members of the air-
line’s staff. It is also a strategic long-term goal for
the airline. It is only by offering seamless, quality servi-ces that airlines are able to stand out from each other
in today’s increasingly competitive context and retain
the loyalty of their customers. Hence Air France’s de-
cision to invest even more for the benefit of its
customers, in keeping with its strategy of continually
anticipating and innovating.
Even though its current products, 10 years old in 2005
but extensively upgraded in 2000/2001, remain of a
very high standard, Air France wanted to an
trends and continue to strive for the benef
customers. Consequently, in 2000, Air France to embark on the in-depth renewal of its pro
offer passengers a range of new travel spa
associated services, both on the ground
board, tailored to their changing requireme
expectations.
Today, Air France is revealing the fruit of ove
years of work, which will continue for anot
years until full implementation of the new p
The aim is to give passengers a travel experie
distinctively French style, which is Air France
ficity. The new Air France product, which has
been partially implemented on the ground, na
Terminal 2E of Paris-Charles de Gaulle Airport
fully available to passengers by Summer 20first aircraft to be fitted will take off in No
2003.
Thinking and investing to meet one
ambitions
The context surrounding the birth of this
significantly illustrates the major role which c
1/ The new Air France travel concept - a strategic project dedicated to passengers
l'Espace Première: close-up of storage space - bed - shell
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l'Espace Affaires: close-up of storage space - "lie-flat" seat-bed - screens
2/ A new range of premium products and services
Market surveys prove that a luxury First Class cabin
– l’Espace Première – is fully justified in Air France’s
marketing strategy. At a time when many airlinesworldwide have decided to drop First Class on their
flights, Air France is opting not just to keep the
First Class cabin, but also to enhance the available
services and render them even more luxurious
than in the past on a very carefully selected num-
ber of routes operated with the Boeing 777. Over-
all, l’Espace Première will be available on flights to
about 40% of its long-haul destinations. The other
destinations will benefit from a single premium
class – l’Espace Affaires – which is a further en-
hanced Business Class offering passengers 27%
more personal space, allowing them a "lie-flat"
seat-bed.
This new cabin configuration (l’Espace Premi
ère,
l’Espace Affaires, Tempo) in the long-haul fleet will
enable Air France to offer its passengers substan-
tially improved travel comfort without detracting
from its profitability.
The brand names will remain the same: l’Espace
Première, l’Espace Affaires, but there are consider-
able transformations behind this apparent stability.
Each cabin has been totally reworked and rede-
signed in terms of fittings and services prov
passengers, so as to adapt them more clo
their expectations.
Above all, the new l’Espace Premièr
(First Class) cabin will be offering th
luxury of more space
Instead of the former 12-seat layout, the new
will have eight seats organized in a chevron
guration turned in towards each other, there
viding 50% additional space. L'Espace P
passengers will benefit from a truly private
area where they enjoy exceptional functio
including a perfectly flat bed. The cabin will
ble a lounge when the seats are in the uprigh
tion, but once the seats are converted into will have all the comfort of a hotel room.
Compared with the competition, the new Air
l’Espace Première cabin will be at the top
range in the air transport industry, with the
very considerable advantage of a highly q
cabin crew trained for Concorde, who will
the passenger to relax in total tranquillity th
attentive, discreet and efficient service, sim
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Also in terms of catering, Air France has chosen the
best with Guy Martin, Chef at the famous Parisian
restaurant Le Grand Véfour. He was elected "Top
French Chef" by the World Master of Culinary Arts in
2001. Guy Martin has designed the menus and is
also style consultant for l'Espace Première.
Then l’Espace Affaires "moves up" to First
Air France also has big ideas about its Business
Class, l’Espace Affaires. On the strength of its high-
quality service and current upscale business pro-
duct, Air France will further enhance its business
product, guaranteeing its passengers 27% more
personal space.
The new Air France l’Espace Affaires, designed for
customers seeking efficiency and modernity as wellas pleasure and tranquillity, now offers what is tech-
nologically referred to as a "lie-flat" seat-bed. Its
rigid shell guarantees a volume of personal space
enabling the passenger to lie completely flat for opti-
mum comfort.
With cabin comfort easily among the best provided
by the industry, Air France’s new long-haul business
product will confirm the airline’s ability to offer an
outstanding product that is both attractive and com-
petitive. With the seat-bed concept, Air France will
be setting its very high standards for business travel.
Very few competitors offer as sophisticated a pro-duct, whether in "Business-First" or even in the stan-
dard First Class.
Tempo also comes up in the world
The long-haul Tempo service is also part of the glo-
bal renewal of the Air France service offer: the cabin
environment has totally changed, and the SK3 seat,
introduced with the first A330-200, will now be
systematically installed throughout the company’s
long-haul fleet.
Sporting the new colour scheme, upholstered in an
ottoman blue fabric with white dots, this seat boasts
a number of functions, a new design and an ergono-mic structure for optimum passenger comfort: an
adjustable seat-base, a new headrest, and a reclining
footrest which adjusts to the desired position.
A curved table, an eye-glass holder and a cup hol-
der, which all fit neatly into the seatback to allow for
optimum organization of space.
The materials used in the seat design ensure com-
fortable seating, with an even spread of body pres-
sure.
Digital video is systematically available in the Tempo
cabin, offering the flexibility of films starting every 15
minutes on an individual 6.4-inch screen, which isboth interactive and adjustable.
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Boeing 777: l'Espace Première / l'Espace Affaires
Close-up: Racing against the clock to introduce the new
Air France travel concept
It takes 18 months to refit the cabins of the entire fleet.
The first plane to undergo this process is an Airbus A340,
which will roll out in November 2003, and the last will leave
the hangars in June 2005. By this date, all the aircraft in the
Air France fleet will be upgraded to offer the new Air France
travel concept (with the exception of four Boeing 747-300s, due
to be retired only 2 years later). The new Première cabin will
appear in April 2004, when the first Boeing 777-300s are delivered.
These will be followed by the refitted Boeing 777-200s.
In this way, 50% of Air France’s long-haul fleet will offer the
new travel concept by the beginning of Winter 2004/05, and
90% by the start of the 2005 Summer season.
The opening of Terminal 2E at Paris-Charles de Gaulle in June
2003 marked an important step in the deployment of the new
Air France ground product. This will be gradually phased in at
all Air France international stations.
Between now and Spring 2005, the new Air France product will
be fully deployed, including totally revamped inflight services.
Close-up: 300,000 working hours for a fully-converte
33 three-cabin aircraft – l’Espace Première, l’Espace
Tempo
The 23 Boeing 777-200s already operated by Air Fran
10 new Boeing 777-300s to be delivered as from Apri
will be equiped with a three-cabin configuration.
51 dual-cabin aircraft – l’Espace Affaires, Tempo
The other aircraft in the Air France fleet, namely the A
A330s, the Airbus A340s and the Boeing 747-400s, w
fitted for a dual-cabin configuration to satisfy a more
demand for Business and leisure travel classes.
The Air France Industrial Logistics Division at the hea
the operation
Overall, all the industrial refitting operations will gene
close to 300,000 working hours over 18 months, acco
to an extremely precise work schedule to be carried
the Air France Industrial Logistics Division. The plane
be grounded for three weeks in the case of the Airbu
A330-A340s and 3 to 4 weeks for the Boeing 777s (i.e
3,000 to 6,000 production hours per aircraft).
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Terminal 2E - Paris-Charles de Gaulle Airport l'Espace Première lounge
Using leading-edge technology to save
time…
On the ground, Air France is making use of the
very latest airport technologies. The objective is
to make travel faster and more fluid from start
to finish, by ensuring optimum efficiency for it
passengers.
In the airport, the new technologies will above all
be used to expand the self-service potential,
which ranges from new boarding passes with bar
codes to third-generation self-service kiosks and
pre-check-in by phone. The self-service kiosks
enable locally-based passengers to check in in less
than 30 seconds. Tested since May 2003 at Orly
West, 16 have now been installed in Terminal 2E at
Paris-Charles de Gaulle. Beginning in September
2003, these kiosks will gradually be installedthroughout France and Europe at all Air France
destinations. The long-range target is to have 290
third-generation self-service kiosks in operation in
50 destinations by the end of 2004.
Air France has also revamped its remote display
screens to optimize the information available to
passengers, in a desire to achieve maximum
transparency, save time and ensure peace of mind.
New, wide 16:9 TFT screens will ultimately equip
all Air France stations and display updated p
and operational information throughout the t
check-in, boarding, arrivals jetway, conne
Already, Terminal 2E at Paris-Charles de G
equipped with 400 of these screens.
Lastly, in addition to free Internet access
service (provided by Orange) will be availabl
new lounges for l’Espace Première and l'
Affaires passengers, for wireless Internet conn
Air France’s philosophy in adopting the new o
technologies in l’Espace Première and l’
Affaires was to adapt to real passenger needs
video on demand, PC sockets, 10.4-inch int
video screens, telephone. All represent rea
value in the eyes of the customer and all corr
to real needs and uses. Each is intended to e
comfort or facilitate work with no constraint imon the traveller. Technology is present in t
aircraft but it remains discreet and even, in the
l'Espace Première, completely hidden.
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Air France - Corporate Communications Division - Press Office - 45, rue de Paris - F-95747 Roissy-CDG Internet: www.airfrance.com/corporate - Tel.: +33 (0)1 41 56 56 00 - Fax: +33 (0)1 41 56