Think twice

28 / THINK TWICE

Think twice about inflight priorities

Two of our Next-Gen Forum, Helen Jones and Emily Mills, reimagine aviation from a youth/eco perspective Mills, reimagine aviation from a youth/eco perspective

Travel certainly remains a priority for young people and in some cases it is more important than ever. University is not the only goal, travelling or taking time out to explore the world and its options have moved up the agenda as career paths have changed and become more fluid.

Younger people want more information so they can make informed decisions on who to fly with and why, and while there is surely always going to be a place for cabin classes on longer flights, expectations have shifted. Flying is no longer the privilege of the exclusive few and the differences between low cost carriers and scheduled airlines in economy are getting slimmer. Many low-cost airlines are every bit as good, competition is fierce and the difference needs to be obvious for young people to buy it.

Sustainability is a key point. Little actions build to make a big difference so it’s important to shout about those and have pride in the little things, however small and insignificant they seem in the wider scheme of things. We'd like to see carbon off-setting more clearly explained and available to make the environmental cost of flying obvious; and a move to rotable serviceware, wherever possible, would be a visually obvious way to eliminate single use plastics.

Crew also make a big difference but with the reduced contact brought by COVID-19 this added value has shifted when it comes to service and food onboard. Good new developments are coming through. Preboarding stress has been alleviated by apps for all the up-to-date information, and these could surely go even further to cover flight, parking, transfers, boarding, lounge booking, pre-ordering a

Younger people want magazine and more. more information so they Digitisation of cabins, can make informed decisions on who to fly with and why for ordering drinks, snacks, and shopping onboard also makes so much sense; and pre-ordering of meals, snacks and drinks, regardless of class, would clearly reduce wastage in a positive way. Loyalty systems really need to be refreshed to reflect the lifestyle and current priorities of younger flyers, including younger business travellers. Many of the established programmes and assoicated apps are lifeless and soulless and don't really grab the attention necessary.

Food for thought

The food offer should be indigenous wherever possible or, if indigenous wherever possible or, if not, a complete frozen solution to minimise not, a complete frozen solution to minimise waste. Meat or animal-based products waste. Meat or animal-based products would cost more to off-set the carbon; eating would cost more to off-set the carbon; eating sustainable plant-based products would sustainable plant-based products would be rewarded. All menus and snacks would be rewarded. All menus and snacks would be completely gluten, nut and sesame-free with no 'may contain' caveats, ensuring total inclusion and food safety for all. All drinks would be selected for their eco credentials.

In conversation with their boss, industry veteran Marc Warde, Emily and Helen debated just what a new-launch Eco airline with its own sustainability USP might look:

Brand identity

Airlines always want their own unique identity but standing out has become harder as planes are broadly so similar and seats differ less and less. For us a one class airline offering everyone Premium Economy level of comfort and service is best suited to the modern traveller of today. This, combined with clear sustainability priorities would have great appeal especailly if the USP is genuine and in evidence across every element of the travel experience. How about calling it EcoFly - for the world we inhabit.

Tech savvy

Our dream airline would have a seamless booking process and be fully digitised for every passenger interaction with the airline. It would be paper-free. All reading material, menus and retail offers would digitised so there'd be no printing and less weight. F&B would all be pre- ordered. IFE would feature films and documentaries.

Thoughtful material

Aircraft interiors would reflect the eco USP by using LED lighting, eco and second-life materials. Any amenities too would come with clearly-shown eco credentials and second-life purposes. Aircraft would use and explain e-fuel, until electric planes or alternative power become a reality.

Reinvent the experience

We'd look at experiential programming onboard, perhaps passengers could learn a new skill or interact via text with fellow passengers. The loyalty programme would be more like club membership. It would care about you and remember your birthday, points or flights would mean prizes, flights, and off-setting of carbon. We'd like to see development of eco lounges too where entry is earned for loyalty or eco actions. And how about customer focussed sustainability projects that invite passengers and club members to participate - plant a forest, clean up the streets, active recycling, and other SDG goals.

Follow up

The whole experience matters so garnering feedback post-flight would be essential. It seems to get forgotten. We should be following up on what was good, what was not, and reacting accordingly.

THINK TWICE / 29

Helen, Emily and Marc work for Niche Free-from Kitchen and are part of our Get Onboard Now! PLANET Action Group focused on onboard sustainability, and our Next-Gen Forum, giving young leaders a voice and supporting positive rethinking and recovery. Want to be involved? Contact julie.baxter@ onboardhospitality.com