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Ashwini Phadnis

New Delhi, Aug. 30 Desperate times require desperate measures and the global airline industry is no different.

With the International Air Transport Association (IATA) pointing out in its latest report that global passenger demand for travel fell by close to three per cent in July this year as compared to the same period last year, international carriers are looking at wooing fliers back with a variety of sops. Discounts of up to 50 per cent for business and first class fliers and creating new zones within the economy class are some of the schemes being tried.

The Air France-KLM combine, for instance, is soon going to offer a new travel option product for its customers.

“On the Air France aircraft, we will have a new class between economy and business called Premium Voyager. In terms of pricing, it will be positioned between the economy and business class tickets. On KLM aircraft, there will be no separate class but there will be a separate zone within the economy class,” said Mr Erik F. Varwijk, Executive Vice-President, Air France KLM.

The separate zone will come with wider seats and more privacy for fliers.

The new product will roll out in November on Air France aircraft, while the entire KLM fleet will be converted to accommodate the new zone by December.

Through this move, the Air France-KLM combine is hoping to target two segments of its fliers. The first is the corporate customer who wants to save costs and the second is the leisure traveller who, according to Mr Varwijk, “desires a bit more luxury than economy.”

Malaysia Airlines is wooing passengers through its Economy Plus scheme and business class “buy one, get one free” offer. The Economy Plus scheme allows a passenger to travel in business class on a confirmed basis at fares which are 30-50 per cent lower than what a normal business class fare will cost. “This product has been specifically designed to promote travel during these bad times,” Malaysia Airline’s Regional Manager, Mr Azahar Bin Hamid, South Asia, told Business Line.

British Airways, on the other hand, is offering a discount of 25 per cent to its business and first class travellers. Bookings for this scheme are open only till the end of the month and out-bound travel must be completed by December 31. The tickets, however, are valid for a year.

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