Latest Videos

New Yorkers' thoughts on wi-fi

thoughts_video

Honeywell and Inmarsat sent a reporter on to the streets of New York to ask people about their experiences of using inflight wi-fi, and what they really want from connectivity

01 December, 2017


Accessible IFE for passengers with sight loss

ife_video

Bluebox has launched an accessible IFE platform which will entertain passengers with visual impairments aboard Virgin Atlantic flights. This makes Virgin Atlantic the first global airline to make IFE accessible for passengers with sight loss across its entire fleet

01 December, 2017


Visit Our YouTube Channel

Read Latest Issue

What do you think is most likely to become of today's long-haul first and business class cabins? 

Supplier Spotlight

Join our
LinkedIn Group


Industry Opinion

« back to blog listings

Pimped for a ride

Peter Knapp of global branding and design consultancy Landor Associates warns that over-milking ancillary revenue streams can ultimately cheapen your brand


Where did the golden age of travel go? Has it gone for good or is it cowering in the corner, overwhelmed by a polarised industry where everything in the no-frills arena is pimped for a price?


The Low Cost Brat Pack have instigated an entirely new set of behaviours that are here to stay. Cheap, not so cheerful, and devoid of any luxury or extra, the low-cost experience is ultimately feeling like a high price to pay. Stripped back to basics, cramped in your no-recline, no-number ‘wash down’ seat, minimal cheap is a million miles away from golden-hued minimal chic. Meals, early boarding, extra luggage and so on are available, but with their very own price tag. However there is a new generation of travellers who understand and buy into these rules, as it’s the low ticket cost that entices them to travel in the first place, and their expectations are low – very low.


Where it gets turbulent is when airlines try to play by both rules – sometimes ‘golden age’ and sometimes ‘pay as you go’. You can’t be cheap and cheerful on one route and glamorous and ‘golden’ on another. It simply doesn’t add up to a clear perception of the brand, and risks severe erosion of its image. Many carriers see the ‘all things to all men’ positioning as a quick way of driving additional revenue, and it is, in the short term. Do not however, underestimate the difficulty of reclaiming the desired high-end position when the economic straight-jacket has loosened.


With ancillary revenue streams rife amongst the low-cost carriers (LCCs), it is little surprise that airports – those companies of easy virtue – are beginning to follow suit. Luton’s £1 ‘kiss and drop’ – which buys 10 minutes in the drop-off zone and was greeted by incredulous mass media – is just one example of airports trying to wrestle those last few coins out of customers’ pockets. Add to this £1 for your trolley and a few pounds for your see-through plastic bag and you quickly realise how spiralling operating costs are being ‘subtly’ passed down the line to the passenger. However, when the UK’s national ‘business’ airport, Heathrow, starts selling off the family silverware you have to wonder if nothing is sacred. Each and every available advertising space has been shamelessly pimped for a price. Escalator handrails, stair risers, even the car park exit barriers have all become sources of revenue. As a gateway to our culture it is nothing short of a disgrace, not to mention an ineffective use of media. More media doesn’t mean more effective, it simply translates as more irritating and has exactly the opposite effect for the message tenant.
So be careful what you’re selling – it might end up being a lot more than just a cheap trick; you might sell the family silver by mistake.


Peter Knapp is executive creative director, EMEA, at global branding and design consultancy Landor Associates. He has worked on a broad range of local and global branding and design programmes in his 14 years at Landor – including BP, F1-X, Johnnie Walker and Morrisons – and is also widely known for his expertise in airline branding.

 

19 June 2009

Comments:

There are currently no comments.

If you would like to post a comment about this blog, please click here.
RECEIVE THE
LATEST NEWS


Your email address:



Read Latest Issue

Read Latest Issue

Web Exclusives

From our 2004 archive, Boeing invites you to step aboard Flight 960 with Jenny, one of a host of fictional characters that Boeing was using to explore tomorrow's travel experience. Jenny was envisioned as a passenger in 2016, so see how today's experience compares…
Click here to read more

Airbus is consolidating cabin design and the passenger experience across its model range with the Airspace brand, which may just gain airlines a few more ‘likes’ on social media
Click here to read more

The Desire Lines concept has been conceived to shape a new future for the aerospace industry – and for Zodiac Aerospace
Click here to read more

The SportJet isn’t just another concept: this airborne sports clinic is part of Sukhoi’s strategy to boost sales of the SuperJet 100 regional aircraft, and it is ready for team orders
Click here to read more

Could a freighter hold the secret to the next-generation passenger experience? A3, an Airbus outpost in California, believes that with its Transpose concept, it does. Let’s give Transpose a closer look – and a reality check
Click here to read more


Supplier Spotlight

Supplier SpotlightClick here for listings and information on leading suppliers covering all aspects of the aircraft interiors industry. Want to see your company included? Contact simon.hughes@ukimediaevents.com for more details.

Submit your industry opinion

Industry BlogDo you have an opinion you'd like to share with the aircraft interiors community? Good or bad, we'd like to hear your views and opinions on the leading issues shaping the industry. Share your comments by sending up to 500 words to adam.gavine@ukimediaevents.com

Submit Your Recruitment Ad

Recruitment AdTo send us your recruitment advertising or to receive information on placing a banner please email simon.hughes@ukimediaevents.com