Several months ago I wrote about Joon, Air France’s new airline targeted at millennials. As we knew at the time, Joon will be based at Paris Charles de Gaulle, and will begin operating medium-haul services in fall 2017, and long-haul services in summer 2018. Ultimately it seems like the intent behind this is to be able to establish a new, lower cost operation, and I guess they have to come up with some unique marketing to go along with it. While the airline will be using Air France pilots, they’ll be able to hire lower cost flight attendants.
What I find much , however, is how hard they’re marketing towards millennials. Millennials might say that Joon is a bit “extra.” For example, here’s how Joon is described:
Joon is especially aimed at a young working clientele, the millennials (18 to 35 year-olds), whose lifestyles revolve around digital technology. This new brand has been entirely designed to meet their requirements and aspirations, with an authentic and connected offering that stands out in the world of air transport.
Joon is a lifestyle brand and a state of mind. Short, punchy and international, the name Joon is designed to address a worldwide audience.
Its visual identity is based on an electric blue colour code symbolizing the airline’s dynamic attitude, as well as the sky, space and travel. The uniform of Joon’s flight attendants will be inspired by the new fashion codes, basic and chic.
Well, today a lot more details have been revealed about Joon, and unfortunately it doesn’t lend much more credibility to the operation. First, here’s a marketing video that showcases their flight attendant uniforms:
Here’s what else we now know about Joon:
Joon will operate a fleet of Airbus aircraft, including A320s, A321s, A340s, and A350s. By 2020 they hope to have 18 A320/A321 aircraft, and 10 A330/A350 aircraft.
As of December 1, 2017, Joon will operate flights to the following destinations from Paris, with prices starting at 39EUR one-way:
- Barcelona, Spain (51 weekly flights)
- Berlin, Germany (37 weekly flights)
- Lisbon, Portugal (28 weekly flights)
- Porto, Portugal (3 weekly flights)
Then starting in summer 2018, Joon will operate flights to the following longhaul destinations:
- Fortaleza, Brazil (2 weekly flights), starting at 249EUR including tax
- Mahe, Seychelles (3 weekly flights), starting at 299EUR including tax
Joon’s onboard food offering
Joon will offer free food & drinks in business class, and snacks for purchase in economy (though water, orange juice, Segafredo, coffee, and tea are free). As they describe it:
Joon will delight its customers’ taste buds with around sixty tasty treats, 20% of which are organic, sold on board by the crew. Enjoy a cold drink, a few appetizers, a high-energy fruit juice, fill up with vitamins or share a snack on board a flight in Europe.
Joon’s inflight entertainment
Passengers will have access to inflight streaming entertaining on their personal devices, and there will be power ports at seats to recharge.
Joon business class passengers will get virtual reality headsets
Business class passengers on longhaul flights will get virtual reality headsets:
The AlloSky Virtual Reality Headset will be available to Business customers on long-haul flights in collaboration with SkyLights. This new generation headset provides several innovations such as a high-definition screen and a diopter correction to adapt to everyone’s eyes. It can be connected individually to each seat.
It’s pretty clear the reason for Joon is to be able to lower operating costs on larger planes (for smaller planes, Air France already has their subsidiary Hop), and frankly I’m surprised they got the flight attendant union to agree to this. The whole millennial twist is just a bit much for me. I get they’re trying to make this sound appealing, but the differences here basically come down to having flight attendants that are dressed more casually, more organic buy on board options, and virtual reality headsets in longhaul business class. Otherwise this is business as usual for Air France.