Air France starts next phase of upgrade

Air France starts next phase of upgrade

Air France’s plans to renovate its entire fleet coincide with the arrival of CSACzech Airlines to the SkyTeam airline alliance and the launch of an additional New York flight. Louise Longman reports from Paris

AIR France has launched the second round of its product upgrades following an £89 million investment unveiled back in February.

The latest changes see the flight classes simplified, with a reduction in brands from 10 to seven, in a bid to make the Air France product more recognisable and memorable for customers. The airline has also upgraded the fleet’s interior décor, improved in-flight catering and upgraded its lounges around the world.

The £89 million investment forms part of a five-year plan to help passengers “rediscover the pleasures of air travel”.

Air France has ditched its Espace 180 and 127 cabins, which related to the degree of seat incline, as well as its Espace Club and Europe brands.

These have been replaced by Espace Première, which is first class, or Espace Affaires, which is business class.

Air France senior vice-president of marketing and development Marc Lamidey said:”The investment earmarks our commitment to the product, and we want to be permanently ahead of passengers’ expectations.

“We have tried to simplify and improve the customer’s understanding of the product. The previous 10 brands were a little bit complicated for the passenger.”

In-flight catering has also been improved.

Passengers travelling on AirFrance’s Tempo economy class from Paris will have the choice of French Country Cuisine and World Food. Three French gastronomic regions will be featured.

On routes to Japan, India, China and Korea Air France will be offering special menus for all its Asian passengers.

The airline is also continuing to upgrade its private lounges at airports around the world, with a revamp at Heathrow expected for next year.

In 1997, Air France embarked on a programme to double its number of private lounges worldwide to 50 by 2001, at a cost of £8.9 million. Recent openings include lounges in Barcelona, Geneva, Rome, Stuttgart, Dubai and Montreal. Future Air France lounges are set for Amsterdam, Douala in Cameroon, San Francisco, Bangkok and Reunion, in the Indian Ocean.

&#42 See Cutting Edge, page 86

Easy does it: the new cabins, such as Tempo, left, and Espace Première, have been refurbished as part of the airline’s product upgrade

Air France cabins

&#42 Espace Première – first class on long-haul flights.

&#42 Espace Affaires – business class on long-haul flights.

&#42 Alizé – specific to Caribbean and Indian Ocean destinations.

&#42 Tempo Challenge – available in Europe.

&#42 Tempo – economy class available in Europe.

&#42 La Navette – an Air France shuttle service on major routes from Paris Orly to French regional airports.

&#42 Air France by – airline’s franchise brand. Air France by Gill Airways and Air France by Jersey European. Other franchisees are Brit Air, City Jet and Proteus.