“New Germanwings” strategy detailed by Lufthansa
On 1 July 2013, the “new Germanwings” will launch a completely new brand and product concept allowing all passengers to enjoy “à la carte flying”, it has been confirmed today.
While offering Economy Class across the board, the “new Germanwings” will offer three fares with different service packages. “Best”, the highest quality product, will cover the needs of business passengers in particular but also appeal to leisure travellers, the “Smart” fare product will include certain add-on services with the customer being able to pick others as needed, while “Basic” will be the no-frills low-cost fare.
Christoph Franz, Chairman of the Executive Board of Deutsche Lufthansa AG, said: “With the ‘new Germanwings’ we are going on the offensive in respect of point-to-point connections. We have developed a convincing array of products and have many years of experience in the low-cost and premium segments. We will combine elements of both in the ‘new Germanwings’… This will enable us to operate profitably away from our large hubs again….”
The “new Germanwings”, into which Lufthansa’s decentralised European services away from its Frankfurt and Munich hubs and Germanwings will be amalgamated on 1 January 2013, will launch its new products on the market on 1 July 2013. As of then, aircraft in the Lufthansa fleet earmarked for the “new Germanwings” will also be gradually converted and transferred.
Along with the new brand and product concept, the Germanwings logo will also change. The core element will be a stylised “W” in blackberry and yellow colours, a succinct symbol chosen to convey the wings from the Germanwings brand. All of the airline’s aircraft will gradually be painted in the new livery following the launch of the new brand concept on 1 July 2013.
The Best fare represents the best product currently available on inter-European low-cost routes. A seat in one of the three forward-most rows will be reserved for the passenger. There he will a seat pitch of 32 inches (81.2 centimetres) and an empty middle seat beside him. Other components of the new Best fare include access to Lufthansa lounges, priority check-in and the use of the fast lane at security checks, more miles in the Miles & More programme, HON Circle miles, double the baggage allowance (two items weighing 23 kilograms each), à la carte catering on board, flexible rebooking and ticket cancellation.
The Best fare is as a first step available on all connections within Germany and in the core European markets for Germanwings, i.e. Austria, Switzerland, Belgium, Russia, France and the UK.
Up to 20 million passengers are to be transported on European direct services using approximately 90 aircraft.