Dubai carrier launches new business class fare Emirates is likely to shake up many commercial strategies in the airline world. This fare, dubbed "Special", is a game-changer in the world of business class, since it is a restrictive fare - and therefore, a priori, cheaper - which also comes with reduced services. In fact, this fare offers on-board service. This means that it excludes the free chauffeur service, priority at security checks, access to the lounge and advance seat reservations. However, it does guarantee 40kg of hold baggage and two pieces of cabin baggage.
For the moment, this fare, which is in addition to the Saver, Flex and Full Flex offers available to business travellers, is being tested on just a few routes, but it should soon be launched on all long-haul routes. The fare is sold from 10 % to 15 % cheaper than the Saver booking class. The launch of 'Special' does not, however, call into question the roll-out next year of a Premium Economy product from Dubai-based airline...
Emirates' pricing strategy is in fact linked to the new behaviour of passengers, who increasingly want to shape their flight in their own way, according to the various services they wish to use, from access to the lounge, the in-flight menu, wifi, in-flight entertainment or the possibility of an additional culinary service.
This is exactly whatEtihad Airways is also in the process of launching. The Abu Dhabi competitor's approach is somewhat different, as it only concerns economy class and is justified by the airline's imperative need to reduce expenditurewhile it loses a lot of money. But for the passenger, the result is the same, since Etihad now offers a 'drawer' class service on all its classes, allowing passengers to select the service they want and pay only for it.
The campaign, launched at the end of 2018, is called "Choose Well" and represents, according to Tony Douglas, Group Chief Executive of Etihad, "the promise to give customers more control over their travel experience, through digital transformation on board, improving choice and redesigning cabins and products."
Choose Well is particularly important for the economy cabin, as it offers a range of options for greater comfort. Passengers can choose a seat with more space or one without neighbours, as well as the option of sleeping in business class pyjamas, changing their menu or ordering a snack. " As a full-service airline, Etihad adapts to meet the specific needs and requirements of all travellers, offering them what they really want to enjoy on board" said Tony Douglas at the launch of the new product.
