International airlines go regional on cuisines to woo Indians

New Delhi: India is an important market for international airlines, but in these downbeat times, how do they grab footfalls? By tickling taste buds with diverse gastronomical delights. But instead of a general Indian cuisine, specific regional delicacies are being rolled out.
Emirates is the latest to launch region specific cuisine this year through its ‘Journey Through India' campaign; Malaysian Airlines did so in November 2008, after earlier introducing Chinese, Japanese and Western cuisine. Singapore Airlines was among the first to have a blend of northern and southern Indian cuisine in its shahi thali.
It makes sense to go for the Indian palate, say airlines. "Bookings from India have grown by 12-15% over the previous year," says Orhan Abbas, Emirates VP, India and Nepal. For Malaysian Airlines, India is the fifth largest contributor to its revenue and comprises 10% of its network, says Hamid.
These airlines also have priority states. For Singapore Airlines, it is Tamil Nadu, says C W Foo, GM, India, due to the significant growth in passenger traffic from here. Singapore and nearby Malaysia, incidentally, have a sizable Tamilian population.
Interestingly, these airlines aren't just shooting in the dark. Their research has shown that the Indian passenger has unique traits.
Have these offers increased footfalls? An Emirates source claims approval ratings from passengers jumped 5-6 per cent more in January 2009 (when regional cuisines were introduced) as compared to the same period last year.
01/09/09 Shobha John/Times of India

To Read the News in full at Source, Click the Headline

Categories: Foreign Sep 2009