American Airlines' VP of marketing reveals why filet mignon and artichoke ravioli is as important to selling business class tickets as the reclining seat
This story requires our BI Prime membership. To read the full article,American Airlines recently announced a partnership with the James Beard Foundation to redesign the meals in its Flagship airport lounges and long-haul Flagship first and business class cabins.
But pre- and in-flight dining options and other soft amenities: Think bedding in business class, or brand-name headphones to borrow. These things go a longer way than one might expect in attracting that high-yield business traffic, according to Janelle Anderson, vice president of marketing for American Airlines.Bringing James Beard-affiliated meals to the front of the plane.
There's also a branding effect. Even if the majority of passengers will get, at most, a whiff of the new cuisine as its brought to passengers in the front cabin, the introduction of top products and heavy marketing in premium cabins elevates an airline's overall brand. That's evident in the reputations of glitzy Middle Eastern and Asian airlines.
"You are able to have a full course meal experience with us, on board, if that's your choice. Or we offer a shorter service," with all the courses served at once to expedite the meal, "if that's your choice." Consequently, the airline offers a few different on-board hard products that can feel relatively disconnected. There are a few different versions of business class seat on its 777-200 and 777-3ooER jets, made by several different brands, such as Zodiac and Rockwell Collins. Its fleet of 767s, 787 Dreamliners, 757s, and legacy US Airways A330s are all even more disparate.
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