FOCUS ON AIRLINE TRENDS
Founder of market research agency
www.airlinetrends.com, Raymond Kollau, reveals the latest trends in the air in the first of his new regular features
Coming to an airline near you...
In this issue Raymond looks at how airlines are adapting to digital technology and social media; the move towards organic and local produce; experiental marketing and a popular new airline offering. Could they catch on?
Jetstar adds the iPad In June 2010, Qantas low-cost subsidiary Jetstar became the first airline in the world to offer the iPad for rent onboard in a month- long pilot. Based on the success of the trial, Jetstar says it is about to roll out the iPad as its main source of in-flight entertainment, renting out the device for around A$10. Jetstar’s iPads will include a novel feature.
The airline will fit the devices with a purpose- built case which includes a bracket that lets passengers hang the device at eye level on Jetstar aircraft that feature new ‘Pinnacle’ slimline seats by B/E Aerospace. B/E Aerospace has relocated the literature pocket to the top of the Pinnacle seat, which freed up more leg room and allows the iPad case to be clipped backwards onto the seat pocket. Alternatively, a flip-stand on the case enables passengers to rest the iPad horizontally on the seat’s tray table. The custom case for the iPads also contains
a second battery to allow the device to run for over 20 hours between recharges, as well as RFID tags to prevent theft.
KLM taps into Facebook KLM has launched a new social media campaign that invites Facebook users to convert their profile picture into a Delft Blue tile and add an inspiring message. Delft Blue tiles are part of the Dutch tradition. The porcelain tiles were decorated with typically Dutch scenes, supported by some words of wisdom. The tiles with the most inspiring messages will be selected by a jury of native speakers in ten languages. Four thousand Delft Blue tiles will be randomly drawn out of the selected tiles and featured on a KLM B777-200 aircraft from June 16, 2011 onwards. According to KLM nearly 30,000 people created a personal Delft Blue
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www.onboardhospitality.com
B/E Aerospace iPad holder
tile in the first week of the campaign. KLM’s ‘Tile & Inspire’ campaign is a fun example of the ‘gravanity’ trend, as coined by
trendwatching.com: “As Warhol predicted with his ‘15 minutes of fame’, hundreds of millions of individuals are craving some public attention. Whether it’s blogging or adorning your car with personalized license plates, the masses want their names out there, even if just for a moment. This is where graffiti meets vanity to form ‘gravanity’.”
Hybrid features Latvia-based airBaltic positions itself as a hybrid low-cost carrier, combining features found on full-service airlines with a low- cost base. Besides a strong focus on transit traffic, ‘hybrid’ features of airBaltic include a
“Business passengers can make use of the onboard iPad for free, while enjoying a cup of freshly-brewed Nespresso coffee.”
separate Business cabin, an airport lounge and a frequent flyer programme. Furthermore, airBaltic aims to differentiate itself through a number of innovative onboard services.
Local and organic catering Relecting growing consumer interest in local and organic food, airBaltic has teamed up with renowned Latvian ‘slow food’ chef Mārtinš Rītinš to serve dishes in Business that are based on organic, seasonal products provided by Latvian farmers. Says cco Taskila, “Our
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