New identity, new in-flight products. After two years of restructuring, Reunion's Air Austral is now tackling the challenge of modernising its image and revising its product range at the same time. "A return to equilibrium was essential before any other decision could be taken, particularly in terms of image," says Jean Marc Grazzini, Senior Vice President Sales & Marketing. Air Austral is now at breakeven with a net profit of 8.4 million euros for its 2013-2014 operating result. "A remarkable turnaround when we were still losing 27.1 million euros in the previous financial year. For the current year, we are continuing to be cautious and should once again make a profit, even if it is lower than in 2013/14", says Marie Joseph Malé, CEO of Air Austral, who has come to Paris to unveil the airline's new image.
To achieve this performance, Air Austral had to give up services to Reunion Island from the French regions - "they were costing us 18 million euros" recalls Jean Marc Grazzini - and stop services to Noumea-Sydney, another financial drain. Today, the network is made up of Paris, where its 38% market share puts Air Austral ahead of all the airlines on this route, regional services to the Indian Ocean and Southern Africa, and the St Denis-Madras-Bangkok route. "We are looking at other routes, particularly in Asia. China, for example, has enormous potential, and in the long term we want to be present in this market too, either through a strengthened codeshare or with our own aircraft", Marie Joseph Malé points out.
Air Austral's presence at the end of September coincided with the IFTM-Top Resa trade fair, which gave the carrier the opportunity to present its new visual identity and future cabin products to tourism industry professionals. "We want to offer a product where the sense of welcome remains at the heart of our service, while reaffirming our attachment to Réunion, our DNA. We want to assert our position as the leading airline in the Indian Ocean by combining our Réunionese identity with the modernity and excellence that we want to embody", explains Marie Joseph Malé.
By June 2015, all aircraft in the fleet will feature the airline's new logo on their fuselage, along with giant photos of La Réunion. New inflight products will be introduced from December and throughout 2015. They will include new Club Austral business class seats that recline 180° and offer more space between rows. This class will also feature new bedding, a new toiletry kit and a new table service. "We are also working on a renewed gastronomy with a choice of 5 on-board menus that can be booked up to 72 hours before departure".
In Comfort Class (Premium Economy), a new seat will be installed offering 96 cm of space and a better recline. In Economy Leisure Class, passengers will benefit from generous seat spacing (in leather) of 83 cm. In Leisure class, paid service options will be offered for six different menus, including a gourmet menu, and for baggage options. Finally, all three classes will now have a choice of 50 films (instead of the current 25) and online press.
The Saint Denis de la Réunion-Paris route will be the first to benefit from the new-look aircraft. It will land in the French capital at the beginning of December, while the new in-flight products will be introduced over the following days. The new Air Austral will be introduced in several stages. New uniforms and new seats will follow in 2015 and 2016. "Competition is tough in the Indian Ocean, but we are making a difference by personalising our service and by this new product, which meets the public's expectations", Jean Marc Grazzini sums up.
Luc Citrinot
