With “flying a la carte”, there are individual offers for every client group.
COLOGNE/BONN – Germanwings opens a new chapter in the history of German air travel: as the “new Germanwings”, the airline is launching an entirely new product and brand concept and thereby developing its position in the European low cost market. Effective immediately, it is offering “flying a la carte”. Passengers will be able to choose between three different price segments with various comfort features.
“Best” is the top category, intended in particular for the requirements of business travellers, but also attractive for discriminating private travellers. The “Smart” fare is an attractive package with comprehensive additional services while “Basic” is a pure low-cost flight offer.
The “new Germanwings” combines the decentralised European routes of Lufthansa away from the airline’s Frankfurt and Munich hubs with those of Germanwings. The new concept was presented on Monday in the form of a premiere flight in Berlin, Hamburg, Stuttgart and Cologne/Bonn.
Carsten Spohr, Member of the Board of Deutschen Lufthansa AG stated, “Germanwings is not only Germany’s largest low-cost airline, but, as a quality carrier, also the best option on the European market. We combine the strengths of Germanwings with the advantages of Lufthansa. I am sure that our passengers – both business and private travellers – will really appreciate the new brand and new products. This approach is also the key for Lufthansa to continue to profitably operate internal European routes beyond our hubs. By creating a highly-attractive offer for our clients, we are also improving Lufthansa’s cost effectiveness.”
Thomas Winkelmann, spokesman for the management of Germanwings said, “Today is a historic day for our company. With a new product, many new routes and a larger fleet, we are entering the second phase of the Germanwings success story. We promise our clients that we will continue to offer the best value in Europe and that our creativity will continue to lead the way for the entire industry.”
In recent months, Germanwings has implemented the new product and brand concept, first announced and presented in December, both consistently and incredibly quickly. The airline’s entire fleet, which currently includes 38 aircraft, was converted to the new design, both internally and externally, in a mere six months. According to current plans, the “new Germanwings” is to operate a fleet of 87 aircraft by the end of 2014. This will include 64 fully-owned Airbus A319s and A320s as well as a further 23 CRJ-900 aircraft owned by Eurowings-Luftverkehrs AG which will in future fly solely for Germanwings.
A highly-motivated team of employees also developed the new and varied offer in record time. The implementation of technical processes related to the change-over to the “new Germanwings” also went ahead without any problems. The three new fares have been available over the internet since Monday, and will be available for booking in travel agencies from 12 April. Check-in systems have been changed over and clients will now find the new logo everywhere.
With the motto “good value but not cheap”, the employees of the “new Germanwings” are working even harder to meet client requests. To do so, Economy Class now offers the three basic modules of Best, Smart and Basic. The Best fare offers the best product currently available for intra-European low-cost flights, setting new standards for the industry. The passenger is assigned a seat in one of the first three rows, offering very generous legroom of 32 inches (81.3 centimetres) and empty centre seats. The Best fare also includes access to Lufthansa Lounges, priority check-in and the use of the fast lane to pass through security, more miles credited to Miles & More, HON Circle miles, a double free luggage allowance (2x 23 kilogrammes), a la carte catering on board, flexible re-booking possibilities and cancellable tickets.
The cabin area containing the Best seats is significantly isolated by a screen – much like conventional Business Class. The Best fare is currently available via all booking channels for all intra-German flights as well as for Germanwings’ core European markets, that is to say Austria, Switzerland, Belgium, Russia, France and Great Britain.
The Smart fare from the new Germanwings is the new standard fare, corresponding to a conventional Economy fare with a high level of quality. Passengers choosing this fare will be assigned seats in the front section of the aircraft with the same 32 inch (81.3 centimetres) legroom as the Best fare. Smart includes catering in the form of a snack as well as non-alcoholic beverages and a 23 kilogramme free luggage allowance.
The cheapest fare is the Basic fare, corresponding to a conventional low-cost fare. Passengers choosing this fare forgo free catering and free luggage allowances, and can choose seats starting from row eleven.
Germanwings was advised by Lufthansa Consulting throughout its realignment. This Lufthansa subsidiary, with its extensive experience in the management of complex major projects, provided support for the consolidation of the various business models while maintaining low cost structures. This project support ranged from the strategic integration concept to the implementation of the measures for the brand, product, fleet and network as well as to the necessary adaptation in the administrative sectors.
Tatiana is the news coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.
She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
