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Air France adds class to Economy

Published Oct 24, 2013


Paris - Air France has begun a massive revamp of its fleet, starting with new seats in the Economy class.

Briefing reporters on the eve of Top Resa, the giant annual French tourism expo in Paris last week, the airline’s long-haul chief officer, Bruno Matheu, says it’s all part of its “Best and Beyond” strategy and premised on three legs: comfort, attention and pleasure.

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Economy seats, starting from June, are being replaced by new designs that are bigger, with more leg room than any other airline in its class.

At the back of each seat will be a 12” HD touch screen using an iPad-like interface providing access to 1 000 hours of in-flight entertainment, comprising 300 films, 250 hours of TV shows and 700 music albums – all of which will be available from embarkation to disembarkation. There are USB ports and electric sockets to recharge personal electronic devices, and a jack allowing you to use your own headphones.

The tray tables are bigger and the armrests can retract, allowing you to stretch out if you’ve scored an empty seat next to you.

As far as meals are concerned, Air France will dish up another hot meal if the flight is longer than 8.3 hours, and add an ice cream if the flight goes over 10. The airline, boasts Matheu, remains the only one in the world to offer all passengers champagne on embarkation.

It’s also the first airline to introduce Prmium Economy, a bridging class just below business – with 40 percent more space than economy. Introduced four years ago on the airline, it now amounts to eight percent of the revenue. This class, too, will undergo a revamp, getting foot rests, softer cushions, stainless steel cutlery and glass glasses. Each passenger will receive a towel, fleece blanket, headphones and an eye mask on their seat. There’s also a little culinary treat that’s theirs to take home after the main meal.

Children are also a key part of the revamp, getting special airplane-shaped plastic cutlery, and up to three organic products for babies and young children, who will always be served before everyone else in the cabin. There are also special games kits for toddlers, kids between five and eight, and the nine to 12 age group.

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The planning of the revamp took a year and involved 2 500 passengers on the Moscow and New York long-haul routes out of Paris CDG, but it’s underpinned by what Mattheu calls the “software” – a change in attitude among all 19 000 staff, a culture of putting the customer first; from calling them by their name and looking them in the eye on first meeting to acting proactively to deal with problems before they develop.

“It’s a hands-on approach on a day-to-day basis,” he says, citing as examples the airline’s recognition of the need to put more chicken on the African line menus or letting passengers, especially younger ones, get straight into the in-flight entertainment the moment they sit down.

Passengers can already register and print their own boarding cards; soon they’ll be able to check in their bags and prints their own tags.

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“We want to show that ‘Best and Beyond’ is for everyone. Lots of other airlines just talk. We’ve always been the first to innovate and do,” says Matheu. - Saturday Star



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l 42 – The number of destinations served in Africa by Air France and partner KLM

l 3 700 000 – the number of passengers who flew Air France in and out of Africa last year

l 4 000 – people employed by Air France and KLM in Africa

l More than 75 years – the amount of time Air France has been flying into Africa.

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