Since the dawn of commercial aviation, airlines have grappled with one fundamental question – what do fliers want? It’s an existential question for the industry and reams and reams of market research attempting to answer it have been published. But despite the best brains in the aviation industry bending their collective expertise to solving the riddle over several decades, the answer remains just as elusive as ever.
Perhaps it can never be definitively answered. Airline travellers’ preferences are in a constant state of flux, the various forces shaping those preferences too variable to accurately account for, especially in a market as diverse as India.
Time was, a decade or so ago when the flood of low-cost carriers was sweeping through the domestic aviation industry, when all fliers wanted were the cheapest fares, fly from point A to point B even if it meant a bare-bones flying experience.
But the euphoria over cheap fares was short-lived. There was a blurring of the divide between the low-cost and full-service models. In a cost-intensive market like India fares could only fall so low.
Fliers, too — several of whom having experienced flight for the first time — were no longer content to settle for a no-frills flying experience for the fares they were paying.
And so governed by these various forces, preferences began to change. A new class of flier emerged – the discerning flier.
The discerning flier isn’t chasing cut-price deals, he’s chasing value. Quite simply, the discerning flyer wants more for less.
Airlines have been furiously courting the discerning flyer. New players have entered the space with a full-service model, while even low-cost carriers have created hybrid offerings, adding business-class seats to their flights.
But for all that, it’s only really the full-service carriers like Jet Airways, with over two decades in the industry and an established reputation for being the gold standard of service excellence, which can offer today’s fliers the value they seek.
When guests fly Jet Airways they are assured of better service and warmer hospitality, whether on the ground or onboard, right from the time they check in, when they’re in flight, until they arrive at their destination.
Onboard, guests can choose from a variety of regional and international cuisine at no extra cost whatsoever beyond the airfare already paid, including over 20 special meals for passengers with specific dietary needs.
They can also sign-up to the award-winning Jet Privilege loyalty programme, which guarantees our guests free lounge access at airports and the chance to earn mileage points every time they fly which can then be redeemed for a free flight.
Moreover, flying Jet Airways means guests can tap into an unparalleled extensive network with over 600 daily flights connecting 48 cities within India to 20 international destinations.
To put it simply, for fares that are at par with low-cost carriers, Jet Airways offers so much more.
What do fliers want? The answer to that question remains as elusive as ever. But a big part of it today involves winning the guests. Not by how low you can drop your prices, but by how much value you can add to create a truly exceptional flying experience for them. And adding value, setting new benchmarks for service excellence, is what Jet Airways has always been about.
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