Monday, January 31, 2022

Air India’s urgent revamping designed to target millennials

An upgrade in in-flight services, including better food and handling of passengers, smartly-groomed cabin crew, and punctuality are on top of the agenda of privatised national carrier Air India’s new journey under the Tata Group as it plans to focus on attracting millennials who comprise a major chunk of fliers today.

The image makeover of the airlines, the largest among the carriers in India, is being urgently done as nearly 53 per cent of air passengers is estimated to be the tech-driven millennials. This figure is expected to go up to more than 60 per cent in the next 10 years, according to a senior airlines marketing executive.

The executive said given India’s young demographic profile, Air India in its new avatar needs to target the millennials who need a flying experience markedly different from the old one.

One of the changes Air India plans in its approach is to address the passengers as “guests” who will get to hear a recorded message from iconic Tata Group patriarch Ratan Tata, reports a Daily Star correspondent in New Delhi.

The private Air India has to work really hard to shed the tag of “late Latif” when it comes to maintaining punctuality of take-off and landing.

The first week of Air India’s relaunch will be crucial and it is the front-desk staff at the airport and the cabin crew who will be the airlines’ biggest brand ambassadors as they are the carrier’s interface with the passengers.

While the turnaround time for Air India under the Tatas will take time, its competitiveness needs to be in the league of IndiGo in the domestic market and that of Singapore Airlines, Emirates and Etihad on international routes, especially to key Middle East destinations, the US and the UK.

31/01/22 Asia News Network/Phnom Penh Post

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