In addition to its economic aspects, Air France's Transform 2015 plan also includes a vast project to upgrade the group's offer. As announced, the airline will be investing several hundred million euros to bring the experience up to the highest industry standards in order to "make its fleet a benchmark in terms of comfort, services and catering", according to the group.
The first point of this strategy is the renovation of its long-haul Business cabins, with completely flat seats, and La Première - where passengers will be able to "feel at home", as Air France Chairman Alexandre de Juniac describes it. These new seats will be deployed on Boeing B 777s from the end of 2013.
The airline is also taking inspiration from its long-haul offer to enhance the service on its short and medium-haul flights. Business passengers will be welcomed with a drink and a hot towel, as well as a real meal whatever the length of the journey. Seats will also be more spacious (+4 cm in width and +5 cm in length). Premium Economy passengers will be entitled to a real meal tray or a hot dish on flights of more than 2.5 hours.
To attract customers, Air France is reviewing its fare policy on short and medium-haul routes with a reduction in the Business class entry fare of 30% and a Premium Economy class which will offer a premium service at economical fares. On domestic short-haul routes, season ticket holders will be able to benefit from new advantages at the beginning of 2013, as flights within the Hexagon will be qualifying flights, giving them faster access to Flying Blue Elite and Elite Plus status. In addition, the Métropole season ticket will be extended to certain European routes, with an adapted fare offer.
Another innovation within the group is the change in the names of the travel classes in order to harmonise and simplify the offer. Gone, then, are the Voyageur and Alizé classes: from 28 October, Air France will offer four classes, compared with seven previously: La Première, Business, Premium Economy and Economy.
A technological first at European level, the entire Air France short and medium-haul fleet will offer data connectivity on board at the end of 2013/beginning of 2014, in partnership with Orange, an offer which should then be extended to long-haul flights. Another technological innovation is the launch of a free digital press service. From the first quarter of 2013, subscribers in France will be able to download around twenty titles from the daily press and magazines, as well as international newspapers. Eventually, this service should be extended so that, for example, a Chinese or Indian customer can find a daily newspaper in their own language.
