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Air France: Business Class upgrade for the fleet

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Jean-Christophe Gaudeau, Business Class Product Manager, Air France, talks about the development of premium classes and the enormous refitting work for an entire fleet. In order to survive in global competition, the Business Class product is particularly crucial on long-haul routes. Air France adjusts this product relatively frequently in comparison with other European airlines. For example, the Business Class introduced in 2003/04 is now being replaced by a completely new product.

"Some airlines keep their Business Class for a long time and then replace it completely," says Jean Christophe Gaudeau, Business Class Product Manager at Air France. One such example would be Lufthansa, which is now also undergoing a conversion process. Late but nevertheless, Austrian Airlines' long-haul aircraft will also be equipped with a competitive product from the fall. "Air France is taking a different approach. We want new products on board every three years. This does not mean that we will install new seats straight away, but different sections". The long-haul aircraft are currently receiving a complete Business Class upgrade. As with all airlines that initiate a refit process, this creates different sub-fleets with different products during the changeover period. This is a fact that cannot be avoided, as not all aircraft can be converted at the same time.

In any case, the new seats at Air France can be converted into a flat bed position. "Another important point is that the seat and the associated elements are easy to operate and there are sufficient storage options." In total, Air France is replacing 5,000 Business Class seats. Air France has been refitting around 100 aircraft since 2010. A process that will take around three years. Around 60 percent of the fleet will be flying with the new product by the end of 2012. This investment amounts to 110 million euros. At the same time, investments are also being made on the ground, for example in new lounges at Paris Charles de Gaulle Airport.

However, there will be a change in the future of in-flight entertainment. More and more passengers have notebooks, I-pads, I-phones etc. with them and create their own program. "At some point, IFE will be completely different to what it is today. The hardware will then make it possible to play your own movies on board". Even today, USB sticks can be used to transfer your own data to an airline's IFE. As a French airline, food and drink play an important role. "It is one of our top priorities. We change the menu on board every two weeks. A special feature, especially for frequent flyers". Many competitors change their menus every month or even less. Every six months, a new world-class chef is hired for the Air France menu selection.

Air France, which is undergoing massive cost-cutting measures, emphasizes that it is not doing this in terms of customer service. On the contrary, to offer the customer even more if possible. Of course, it will continue to examine on which routes First Class still makes sense or not. This is because the volume in the most expensive luxury class is lagging behind in some cases. After all, the competition from the Gulf region or the Far East never tires of setting new standards. "I believe we are in a position to keep up with these airlines. Nevertheless, we must try to surpass them if possible. One of our goals is to be one of the preferred airlines in the world," says Gaudeau about the service philosophy.

Kurt Hofmann

(July 2012)

Air France: Business Class upgrade for the fleet

Kurt Hofmann

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