When U.S. carriers try to appeal to Millennial customers and compete with the dread ULCCs (ultra-low cost carriers), they roll out Basic Economy fares. In Europe, it seems that for the majors to compete with the likes of Ryanair, Norwegian Airlines and WOW, they roll out whole new airlines.
That’s been the strategy of British Airways, with their Level spinoff. Now Air France has targeted the fickle Millennial flyer as well, with Joon. The name was chosen to “illustrate a positive state of mind.” A press release proclaims, “Joon is … a fashion brand, a rooftop bar, an entertainment channel, a personal assistant … and Joon does flying too!” Moreover, Joon “will be one of Air France’s priorities in its offensive to win back market share.”
Joon, to be based at Charles DeGaulle Airport in Paris, is set to begin flying this December. It will launch with short jaunts in Airbus A320s from France to Barcelona and Berlin, as well as Lisbon and Porto, Portugal. The first long-distance flights (on bigger A340s and A350s) are tentatively set for the Seychelles and the Brazilian beach city of Fortaleza. In keeping (cheaping?) with what seems to be the philosophy of airline efforts to reach the not-so-elusive Millennial traveler, one-way fares to the nearby European cities start at €39 ($46 US). The long-haul flights will start at €249 ($293).