AGENTS are becoming
frustrated with
complicated airfare
structures, as airlines continue
to unbundle product offerings.
They say these changes
are confusing and poorly
communicated by airlines.
The latest trend, following
no-bag fares, is unbundling
of meal services in economy
class.
Etihad amended its meal
service this year. Customers
are now charged for snacks,
premium drinks and extra
meals requested outside the
scheduled meal service times.
“In addition to your
complimentary meal, treat
yourself to a snack from
our Sweet and Salty menu.
Choose light bites, main meals
or hot and cold refreshments.
There’s also an exciting
children’s menu to keep little
tummies full,” says Etihad’s
website. The site advertises a
selection of crisps, nuts and
chocolates priced from US$3
(R44) and a number of extra
meals such as lasagne and
Thai green curry priced from
US$7 (R103). The website
also advertises a selection of
premium branded beverages
such as Starbucks coffee
and Thorntons hot chocolate,
starting from US$3 (R44).
Etihad’s vp of guest
service and delivery, Linda
Celestino, says: “You don’t
have to pay for drinks. There
is a complimentary bar with
drinks through the whole
flight. However, if you like to
purchase a Starbucks coffee
instead of the complimentary
coffee, now we give you the
choice to do that.”
“If you’re already satisfied
with the free meal service,
then you don’t need to pay for
anything,” says Etihad.
In 2016 British Airways
removed its second hot meal
service on its transatlantic
flight but reintroduced it after
an outcry from passengers.
The airline has not given up
on the idea of charging for
food and advertises a range of
‘extra meals’ priced from £15
(R287) that can be preordered
between 30 days and 24
hours before a flight. A BA
spokesperson told TNW the
airline remained committed to
being a full-service carrier.
Delta charges for meals
on short-haul flights. On a
selected number of domestic
routes, the airline has
reintroduced complimentary
meals for main cabin
customers. It does not plan
to extend meal and beverage
charges to long-haul routes in
the near future, says Jimmy
Eichelgruen, Delta’s director
of sales Africa, Middle East
and India. “We’re adding to
our customers’ experience, not
limiting their enjoyment.”
“We are currently going
through a deeply disruptive
period, as airlines introduce
strategies they believe will help
them regain control of service
distribution through the use of
NDC technology,” says ceo of
Asata, Otto de Vries.
“For a while now airlines
have been removing services
that used to be included and
stripping fares back to basics
only to later reintroduce
them as pay-for-services.
While airlines claim that they
are ‘adding value’, they are
often just taking value away.
We saw it happening with
seat preferences and with
baggage allowances and now
airlines are moving over to the
customisation of meals – a
strategy that is already firmly
in place on most domestic
and regional flights in Europe,”
says Otto.
“The problem is that
every airline has a different
unbundling strategy, which is
implemented on a different
timeline. This makes the
sale of what is ultimately
just an airline seat, overly
complicated. Customers,
agents, GDSs and TMCs are
all frustrated feeling that
they cannot see the wood
for the trees. There is a lack
of consistency and poor
communication from airlines
about their differentiated
product offerings. Rather
than pushing this airline retail
strategy on to their customers,
airlines should really be asking
if this is really what customers
want,” adds Otto.
