Barely a year after its launch as an airline to attract millennials, Joon brand must be chopped. The "elegant crew casual outfit for an elegant yet casual flight experience" did not leave the impression, even when serving "vitamin-rich smoothies made from 100% fruit ".
The connection network was focused on leisure, connecting Paris Charles de Gaulle to Cape Town, Seychelles and the Caribbean island of St. Martin, but there are also commercial links such as Cairo and Mumbai.
The new Canadian boss of Air France, Ben Smith, revealed the disappearance of the airline presented as "the new generation of travel" in a coded message.
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The press room of the French company tweet late Thursday afternoon by announcing the signing of a salary agreement, addressing the concerns of flight attendants, which "improves" working conditions.
Result: "Air France will be able to provide a better service to our customers."
A settlement is a feat given the appalling working relationship that prevailed a year ago when the French airline was preparing for 15 days strike over several months.
But more deeply in the announcement, you learn that the "project of JoonThe future "is to throw all this idiotic idea.
Joon was an abject failure. "The brand was hard to understand from the start for customers, employees, markets and investors," admits Air France with admirable honesty.
"The plurality of brands on the market has created a lot of complexity and has unfortunately weakened the power of the Air France brand."
Mr. Smith is now planning to reconvert the expensive Joon aircraft and return them to Air France-ness.
Network airlines like Air France have a shocking failure rate for creating ramifications. They are doing it mainly to try to reduce costs, in order to compete with smaller and less expensive competitors.
The concept is simple: routes where the full-service airline can not earn money are transferred to the low-cost branch, eliminating frills and making services viable.
But the history of aviation is littered with brands and business plans scrapped by bankrupt subsidiaries. In the 20th century, United tried Ted and Shuttle from United; Continental Lite comes and goes; and with considerable songs and dances, Delta launched Song – which turned out to be a marvel without success.
The Air Canada Rouge brand is surviving – perhaps because the Canadian carrier has become very used to putting in place budget ramifications.
In 2002, I traveled to Calgary by plane (non-Lite Continental) to attend the launch of Zip, set up by Robert Milton, then boss of Air Canada, "with the goal of providing jobs to some of our employees "and compete with WestJet. through the track. It lasted two years.
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True successes are harder to find. Qantas did well with Jetstar, while BA's parent company, IAG, has three inexpensive elements: Aer Lingus, Vueling and Level – who, like Joon, addresses the Millennials.
As far as I know, the major innovation of the French effort was "Joon comfortable"- convert economic seats into couches so families can lie down.
This involves detaching the cushions from the head restraints and using them to lengthen the length of the seat, but even this concept has been borrowed from Skycouch, the economy of Air New Zealand.
Air France's Manchester-Paris line, operated three times a day, is expected to be converted to Joon on March 31 this year. It is not clear if that will go from the front.
The main beneficiaries of all the miserable companies seem to be the cabin crew members hired for Joon for a salary about 40% lower than Air France. They will now be upgraded to "main" salary scales.