Interview with Véronique Jeanclerc: Véronique Jeanclerc, head of marketing at La Première

What are the differences in expectations between first and business passengers?

Véronique Jeanclerc - These two categories of passenger may have common expectations when it comes to service, as some La Première customers use both classes of travel. However, the big difference in La Première lies in the need for confidentiality, exclusivity and personalised service. I would say that La Première is about top-of-the-range craftsmanship, whereas business offers a more 'standardised' service, albeit of a high standard.

Does greater 'segregation' in Première compared with other classes correspond to a real demand from passengers?

V. J. - The term segregation is a bit strong, but it's true that the need for privacy is a major expectation of our passengers. In addition to the La Première in-flight product, we have worked on setting up an exclusive circuit: La Première passengers have a single meeting point in terminal 2E at Paris-CDG where a dedicated team welcomes them on departure, as well as on connecting flights and on arrival. Our teams accompany customers at every stage of their journey. A special La Première lounge offers a whole range of services, including a wellness area and a real restaurant with a menu designed by chef Alain Ducasse. The aim is to make passengers forget that they are in an airport.

In which markets is Air France still obliged to offer first class service, and how does it select these markets?

V. J. - Today, 50 % of our long-haul flights offer a La Première cabin. The decision to withdraw or retain the La Première cabin on certain routes dates back to 2005, when we introduced a new high-contribution product. Since then, we have concentrated this offer on high-potential routes, in response to customer demand.

What changes can we expect to see in the Air France product?

V. J. - Of course, we're still thinking about the new generation of seats. But we believe that a product, no matter how exceptional, loses all its value if the service is not up to scratch. This is why we have concentrated our efforts on ground service with the inauguration of the La Première lounge and the exclusive circuit at Paris-CDG. For on-board service, which is carried out by exclusively dedicated La Première staff, we have focused on gastronomy worthy of the great Michelin-starred restaurants, new tableware and a "luxury hotel" style service. Thanks to these new features, I think that for many people, Air France is still associated with the exceptional service we used to enjoy on the Super Constellation or the Concorde.