Alpha LSG launches Monarch crew awards and training programme

UK. Alpha LSG is introducing what it calls “a pioneering new training programme and awards scheme” for Monarch Airlines. The initiative aims to engage with cabin crew to drive commercial results. Among the related events will be the inaugural OMG! Awards Event for Monarch Airlines’ cabin crew and management team, which takes place on 28-29 January, organised by Alpha LSG.

This is one of a number of initiatives developed for the carrier following Monarch Airlines’ recent contract extension with Alpha LSG.

Alpha LSG Chief Operating Officer Alex Forbes noted that cabin crew, who are in the front-line talking directly to passengers, can provide vital passenger feedback – adding that specialist training and motivational incentive schemes for crew help to increase sales.

Forbes said: “A critical element of our relationship with Monarch Airlines is to develop a profitable inflight retail offering by enhancing the experience for passengers with a compelling range of products to buy on board. Engagement with cabin crew is absolutely essential to enable us to drive inflight sales as they are our front-line sales team.

“We believe our new training programme and awards scheme will set a new industry standard for cabin crew engagement, training and development and, most importantly for the crew, recognition of a job well done.”

Next week’s two-day OMG! event, to be held at the Welcombe Hotel Spa and Golf Club, Stratford-upon-Avon, will combine training and interactive sessions – enabling crew to get a better understanding of buying signals and forge fast relationships with passengers in the sales environment, said Alpha LSG.

Crew will also meet Alpha LSG’s inflight retail team and key suppliers and find out how brands and products are sourced and selected. Later, over 100 cabin crew, suppliers, Monarch Airlines and Alpha LSG management will attend a gala dinner and OMG! Awards Ceremony with four award categories:

• Most Improved Crew member
• Product Champion
• Team of the Year
• Top Sales Person Award

Alpha LSG General Manager – Management Services Alan Hayes said: “We have had fantastic support from our suppliers and our new initiative has been well received by Monarch Airlines’ crew. We have lots of great ideas in the pipeline to help crew, including a new digital crew portal which is about to be introduced. Alpha LSG wants to do things differently from a training perspective by widening the scope of training away from the traditional “˜tannoy and trolley’ type industry models.”

Monarch Airlines recently entered into an extended agreement with Alpha LSG which covers a full range of catering, logistics, managed services and inflight retailing services.

Alpha LSG Ltd was created on 1 October 2012 as a UK-only joint venture by Alpha Flight Group and LSG Sky Chefs. The business has combined revenues of more than £300 million and employs around 3,600 people who provide catering services from facilities located at 16 airports through the UK.

Monarch Airlines is a leading UK-based scheduled leisure airline operating from six bases in the UK – London Gatwick, Manchester, Birmingham, East Midlands, Leeds Bradford and London Luton, where it is headquartered.

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