Posted on: 11 January 2019 by Kimberley Young
Air France is looking into the future of the Joon brand and considering integrating the subsidiary into the main airline after admitting the young airline was “difficult to understand.”
Air France launched the Joon subsidiary in September 2017 as a hybrid airline mostly targeted at the young digitally-savvy working millennial market (of 18 to 35 year olds). However the Joon brand, which was pegged as a “new generation travel experience” that is “also an airline” has been deemed to be confusing for employees and customers.
Air France has now revealed “after much discussion with employees and customers alike” that it will consider the integration of Joon employees and aircraft into Air France.
“Despite the many positive impacts of Joon, in particular the invaluable contribution of the teams at Joon who launched the company and worked with passion and dedication, the brand was difficult to understand from the outset for customers, for employees, for markets and for investors,” the airline admitted in a statement.
It continued: “The plurality of brands in the marketplace has created much complexity and unfortunately weakened the power of the Air France brand.”
Air France hopes that by integrating Joon back into the parent airline, the company would see fleet, brand and product harmonisation. Air France will also transition the Airbus A350, currently on order, into the Air France fleet with a more economical cabin configuration.
All Joon flights currently sold or for sale would be operated by Joon until the integration project is complete and then taken over by Air France.
Air France continued that the simplification of the brand portfolio while capitalising on the Air France brand “is an undeniable asset” for employees, customers and stakeholders and would enable Air France to complete the integration without impacting the efficiency of the Air France-KLM Group.