Skift Take
Air France might need a low-cost airline. That part makes sense. But why is it trying so hard to attract millennials? Just offer cheap fares and reasonable service, and young people will fly your airline.
With a buzzword-filled press release buzzwords and a cliched video, Air France introduced its new low-fare branded targeted at millennial travelers on Monday, hoping it will help it compete against upstarts like Norwegian Air and similar airlines-within-airlines such as Level, owned by British Airways' parent company.
Air France's entrant, called Joon, will begin flying in December from Paris to Barcelona, Berlin, Lisbon and Porto. It will fly long haul next summer to Fortaleza in Brazil and Mahé in the Seychelles. By 2020, Joon should have 28 aircraft, including 10 long-haul Airbus jets, so it should announce further expansion soon.
What Air France is trying is not a new concept. Several carriers have launched airlines-within-airlines in the past two decades to try to thwart competitors and attract new ma
