The new Air France-KLM CEO Ben Smith who came from Air Canada is starting to make changes at the company and appears to have come to a conclusion that there are simply too many brands; Air France, KLM, Transavia, HOP, JOON and what else.
JOON will soon have its last flights and the cabin crew will be absorbed into Air France. The flight crew, maintenance and marketing have been working under Air France contracts all along.
Here’s the announcement from Air France:
After much discussion with employees and customers alike, and in consultation with the unions, Air France has decided to launch a project studying the future of the Joon brand and the integration of Joon employees and aircraft into Air France.
Despite the many positive impacts of Joon, in particular the invaluable contribution of the teams at Joon who launched the company and worked with passion and dedication, the brand was difficult to understand from the outset for customers, for employees, for markets and for investors.
The plurality of brands in the marketplace has created much complexity and unfortunately weakened the power of the Air France brand.
Through integration, Air France would see many benefits thanks to fleet, brand, and product harmonisation. Managing the operation would be improved through a common fleet of aircraft. Air France will also be able to ensure a smooth transition of the Airbus A350, currently on order, to the Air France fleet with a more economical cabin configuration.
All Joon flights currently sold or for sale would of course be operated by Joon until the project is completed, and then taken over by Air France.
The simplification of the brand portfolio, while capitalising on the Air France mother brand, is an undeniable asset for our employees, our customers, and indeed all stake holders. It would also enable Air France to complete this integration without impacting the efficiency of the Air France-KLM Group.
The real reason behind this JOON experiment was to lower the wages and other expenses associated with the cabin crew that were not working under the Air France union agreements. Pilots and other employees, however, were.
Having multiple brands always complicates things. We were supposed to get Freddo’s review of JOON’s product from South Africa (if I can recall right) but the flight ended up being a regular Air France one at the end. They have already started to substitute JOON flights with mainline ones
Let’s see if this JOON finds its way to an Air France fare code like Ben’s Tango airline under Air Canada…..