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The changing face of onboard service
With onboard service playing such a vital role in the in-flight experience, being able to offer passengers a customised offering that reflects the brand is essential for any airline
Fortunately, in-flight service companies such as LSG Sky Chefs go way beyond providing a simple meal or beverage. They offer a complete array of products and solutions covering all aspects of onboard service that can be tailored to an airline’s needs in order to provide the best services for staff and passengers at the right budget. Something which, if managed correctly, should put a smile on everybody’s face.
Understanding passengers
Understanding what makes a passenger tick, or rather what takes their fancy during a flight, has become an art in its own right today. From budget to business, passengers expect a certain standard of catering and level of service from their airline, and if it’s not delivered it affects passengers’ satisfaction levels and may prompt them to not repeat business with the airline when an alternative is available. What’s more, tastes and expectations differ from region to region, which complicates things considerably for airlines servicing a global network. They, especially, need a caterer that delivers unique solutions which differentiate their airline and meet passenger expectations in the different regions. LSG Sky Chefs has an integrated approach to solving this,
according to Michael Wahl, Vice President Product Marketing: “We currently have a presence in over 52 countries, offering the largest global in-flight service network. From all over the world we gather data on consumer behaviour and the latest food trends, which then plays an important role when planning an airline’s in-flight offering. Of course, this information isn’t only used locally, it’s also added to the wealth of data at our global competence centres, where it can be accessed by our menu design teams from around the world when developing new menus. We also analyse the passenger journey to see how the in-flight experience can be improved as well as maintain regular contact with our customers to ensure passengers and crew are content and that the offering lives up to the brand.“
Predicting passenger needs With more and more airlines offering buy-on-board (BoB), it’s
no longer enough to understand passenger preference, rather predicting their behaviour on board is also a key ingredient in profitable BoB operations. Airlines should be able to turn to their caterer for support and advice on getting the mix right between quality, choice, budget and passenger demand. LSG Sky Chefs operates three variable models, which can be tailored to an individual airline’s needs. The Supplier, Profit Share and Commission models are designed to suit airlines in different stages of their BoB offering, with Supplier being for entry level and Commission for well established BoB operators. The different models also determine which party takes the most financial risk and reaps the potential rewards from BoB sales.
The sum of the whole Whether providing award winning gourmet dinners for first class passengers or snacks for BoB sales, an in-flight service provider needs a wide array of trusted partners at its disposal that will add value to an airline’s in-flight offering. Ideally they will not only provide high quality products and reliable services, but will also contribute with ideas and new initiatives. One such partner that LSG Sky Chefs has recently added to its portfolio of suppliers is ambient snacks and meal box producer Oakfield Farms Solutions. This partnership enables them to supply every airline with a unique selection of products, in a branded box, that heightens customer satisfaction and the airline’s bottom line. And contributing to an airline’s bottom line, while ensuring passengers enjoy the in-flight experience, is key to any in-flight service provider’s offering.
Increasing an airline’s revenue streams Revenue generating opportunities for airlines, such as the example mentioned above, can only be fully realised with an in-flight partner that is committed to achieving them. As David Leitch, Senior Project Director Buy-on-Board says at LSG Sky Chefs: “We are constantly looking for ways to help our customers generate new revenue, whether that’s by taking on new partnerships ourselves or proposing schemes to airlines themselves. Our role today, goes way beyond the
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