Four Corners
LATIN AMERICA Emerging markets know what they want
Manoela Amaro Marketing director,
meeting client expectations, TAM Airlines
“If you want to
succeed in South America, find out what your clients want, what their expectations are.
Make sure you listen” EUROPE Winning loyalty Tina Andreasson
Castello Monte Vibiano Food & Services, Italy
“Most passengers simply want a
convenient timetable and an airport within easy reach.”
It’s been a hectic time, to say the least, over the past couple of months for anyone who has been following the Italian press. The infamous Bunga Bunga parties; Costa Concordia; and Italy’s position in the eurozone. Will the Schengen Agreement stand and where does the EU go from here? How will all this affect our travelling clients? I suspect it will be business as usual. After all, we survived the Icelandic volcano and all that that threw at us. Nowadays there’s a huge choice
and variety in the prices we pay and the onboard service we receive when flying in Europe. Personally, I think there is less
airline loyalty on short haul flights. Passengers simply want a convenient timetable and an airport within easy reach. We have all learned to eat before we board. However, on longer flights, this
is not the case. On a route such as Rome to Moscow, I choose to fly with the airline that serves more food than its competitors. The meal service keeps me busy during the long flight! One of my American friends
living in Geneva usually flies short haul with legacy carriers. He likes their fast and efficient onboard service and enjoys the small meals they serve. As a frequent Business traveller he also appreciates their no nonsense approach and
their speedy embarkation and disembarkation. I find European airline travel
a little easier than in the United States. It is a little less stressful, I guess because I don’t have to go through so much security in the EU. I think European flying in single
aisle aircraft will see inflight connectivity becoming more the norm as each carrier renews its fleet. This might well be the loyalty winner of the future, replacing the loyalty passengers used to have for the onboard meal service. The technology is there and, if used, it will change the way we spend our time in the air.
www.onboardhospitality.com 67
It’s easy, when looking at South America, to view it as an emerging market. The connotation being, that the market is unsophisticated, or that the clients don’t know what they want. From TAM Airlines’ experience, that is not the case. An example of that expectation
is the desire to keep in contact. This is the reason that TAM became the first airline in the Americas to provide a mobile phone service on board. The OnAir service, launched in 2010, is currently available to passengers travelling on TAM’s Brazilian domestic services. Passengers can make calls, send texts and e-mails, or access the internet from their own GSM handsets.
But demand for communication
is on the up and such was the passenger feedback, that in 2012 TAM is expanding the service to the international fleet, allowing passengers to use notebooks, tablets and other compatible devices to access the internet. As well as the demand for better communications, feedback from TAM’s most recent survey to track gastronomic trends revealed that passengers were now looking for meals that are not only tasty, but offer healthy benefits. Traditionally TAM introduces
new menus across its international services at the start of each year. The menus are developed with leading chefs. In 2010 TAM worked
with the Brazilian chef Helena Rizzo; in 2011 it was the Spanish brothers, Sergio and Javier Torres. For 2012 the airline enlisted the
help of Bel Coelho, one the most exciting new chefs in Brazil. Yet Bel’s brief was quite different to that of previous chefs. The result was that Bel helped develop a menu that features dishes that are a balanced combination of functional, whole and organic ingredients, resulting in nutrient- rich dishes with a feeling of lightness and well-being. If you want to succeed in South America, find out what your clients want and what their expectations are. South Americans like to communicate, so make sure you do.
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