Can Air France Make a Business of Leaning Into Elegance?
Photo Credit: Air France
Skift Take
Air France is looking to move upmarket and leaning into elegance with their new ad spots. Coupled with product improvements and a world that is opening up, this is not a bad strategy.
On Experience
Colin Nagy is a marketing strategist and writes on customer-centric experiences and innovation across the luxury sector, hotels, aviation, and beyond. You can read all of his writing here.My best experience on an aircraft this year didn't come in the front of a Middle Eastern or Asian brand. It came on a European flag carrier, and it left me feeling hopeful that there is still room for elegance, aspiration and high standards where others seem to be rotting.
The scene: checking in at a particularly harried terminal 1 in Dubai, I was flying this particular airline's business product, and upon arriving at the counter after a few formalities, I was asked if I'd like to upgrade with cash. Normally I'd decline: a flat bed will normally do the trick for me. But in this case, it was a rare Pokémon that had appeared: LA PREMIÈRE, Air France's distinguished long haul product.
It is positioned as true luxury, which means not everyone gets access: it is very much for Air
