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The first Jetairfly pre-order purchase, placed on the passenger’s seat last Friday |
BELGIUM. Inflight Service launched its pre-order service with Jetairfly in Belgium on 15 November – the first time the inflight specialist has taken its model outside the Nordic region.
Inflight Service Director, Business Development John Baumgartner said: “Friday 15 November was a historic day. The pre-order concept “˜Nordic style’ went live for the first time outside the Nordics when the first pre-order was delivered to the seat on a very early Jetairfly flight from Brussels to Tenerife.”
Although it is early in the programme, the company reports healthy average pre-order sales, even before a full marketing drive has taken place.
Baumgartner said: “The initial order values are great and not very different from the Nordic numbers. Average order value outbound is around €70 and homebound it is around €90.”
Inflight Service’s pre-order model, which operates under the Holiday Taxfree brand for most Nordic carriers, has been hugely successful over the past 25 years. With initially strong average order levels, the key question will be how well the airline and concessionaire can drive penetration in the months ahead.
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Speaking to The Moodie Report in an earlier interview for our October edition (which can be accessed via the link on this page), Baumgartner assessed the potential of the Jetairfly business.
He said: “This first contract outside the Nordics is a big milestone for us, to show we can be more than just a good regional operator. And we have the chance to do it with a professional, established, efficient airline [part of the TUI Group] that also wants to succeed. Jetairfly wants to differentiate their offer, their inflight experience and service from their competitors and this is one way of doing it.
“We will be tweaking the range to suit the Belgian charter passenger profile and believe we will be able to attract the attention of many potential customers. We already manage the onboard sales since October 2012 so we have some insights into the traveller: tobacco for example could be bigger than in the Nordics, liquor perhaps relatively smaller.
“That’s the pattern with Jetairfly’s existing inflight sales, so we expect that to be matched in pre-order. We will change the range and assortment to fit passengers’ needs.”
