Air France has announced that it will launch flights to Orlando, marking the airline’s expansion into its 18th U.S. destination this upcoming spring. This development signals a significant moment for the carrier, as it endeavors to build on previous attempts to service this route. In an exclusive interview with Boaz Hulsman, the commercial vice president for North America at Air France, various aspects of the new Orlando route and the airline’s overall strategy in the U.S. were explored.
Air France first attempted to establish a Paris-Orlando route in 2011 and 2012, which ultimately did not achieve the desired success. However, Hulsman shared that the dynamics of transatlantic travel have evolved considerably since then. The increase in travel demand reflects not only changing travel patterns but also demographic shifts in Central Florida. With a growing population, the expectations for stronger passenger demand from this area are promising. Orlando’s reputation as the “theme park capital of the world” adds an additional layer of attraction, drawing visitors who are not only traveling to Paris but also hoping to connect with France more broadly.
Furthermore, Hulsman mentioned the anticipation of a balanced traffic distribution between Orlando and Paris—an equal mix of travelers originating from both locations. This figure signifies a strategic intention to tap into a previously underserved market, aiming to cater to diverse passenger needs.
Innovation in Premium Offerings
In tandem with enhancing route offerings, Air France is also committed to upgrading its premium products. Currently, the airline provides La Première first class services to some of the major U.S. cities including New York and San Francisco. However, there are exciting developments on the horizon, including a refresh of the first class product that Hulsman teased without providing specific details.
Moreover, both Air France and its sister airline KLM are putting significant efforts into revamping their business cabins. For instance, the introduction of sliding doors in business class aims to heighten passenger privacy, addressing a growing demand for comfort and exclusivity in air travel. Air France is also known for its innovation in premium economy services, having been one of the first airlines to inaugurate this category. The airline recognizes the necessity of maintaining a competitive edge, prompting it to continually upgrade its offerings with features such as enhanced seating, sophisticated cuisine crafted by Michelin-star chefs, and an empathetic approach toward leisure travel.
Investing in Customer Experience
The airline’s commitment to improving customer experience is evident through its recent investments in airport lounges. With the opening of its sixth U.S. lounge at Los Angeles International Airport (LAX) and a refurbished lounge in San Francisco, Air France has poured significant resources into enhancing passenger comfort before they even board their flight. Hulsman indicated that the returns on these investments are reflected in increased net promoter scores, showing that passengers appreciate the upgraded facilities.
This focus on leisure travelers’ experiences highlights a shift in the airline’s strategy. Unlike the efficiency-driven demands of corporate travelers, leisure passengers are more inclined to savor their time in lounges, seeking enjoyment and memorable experiences rather than merely a place to rest before departing.
Another critical element of Air France’s strategy is its approach to New Distribution Capability (NDC), which seeks to modernize the way airline products are sold through enhancing the distribution of ticketing content. While European airlines, including the Air France-KLM Group, have been more active and successful in implementing NDC, Hulsman explained that the transition in North America has been more of a gradual process. Unlike its European counterparts, which may move more swiftly in adopting these technologies, Air France is cautiously progressing alongside Delta Air Lines, its joint venture partner. The collaboration aims to synchronize product offerings and share valuable insights to optimize the effectiveness of their respective distribution strategies.
Air France’s new route to Orlando is emblematic of its willingness to adapt and innovate in a competitive market. By leveraging past lessons, enhancing customer offerings, and forging strategic partnerships, the airline positions itself to thrive in the evolving aviation landscape. As it takes these ambitious steps forward, the eyes of the industry will be keenly watching to see how Air France’s renewed efforts in the U.S. market unfold.
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