New subsidiary targets millennial flyers through digital technology
The French flag carrier will soon launch a new, smaller imprint which promises to woo millennials with technology-driven experiences that resonate with their lifestyle. In a press release, Air France announced the launch of Joon: a “young and connected” airline offering long-haul flights by the summer of 2018.
Unlike moves by competitors Lufthansa and Iberia, Joon will not be a low-cost carrier focusing on regional travel. Instead, Air France promises the new subsidiary carrier will offer “original products and services” that reflect their older carrier, while slanting the customer experience towards younger flyers. Joon promises to be a “lifestyle brand and state of mind,” with the goal of attracting a new audience whom will ultimately fly aboard both Air France and KLM.
“We started with our target customer segment, the millennials, to create this new brand that means something to them,” Caroline Fontaine, VP Brand at Air France, said in the press release. “This generation has inspired us a lot: epicurean and connected, they are opportunistic in a positive sense of the word as they know how to enjoy every moment and are in search of quality experiences that they want to share with others. Joon is a brand that carries these values.”
The new carrier will be led by Jean-Michel Mattieu, an executive with years of experience at Air France-KLM. While Joon will launch with medium-haul flights this fall, the airline has not announced the inaugural routes or aircraft.
While the new carrier is a rarity in Europe, it is not the first time an airline has launched a customer focused sub-brand. In 2004, United Airlines launched Ted, a division focused on the low-cost marketplace. The experiment folded for United in 2009.