The Hindu Business Line : Airlines catch `em young

The next time your child creates a fuss about the airline he wants to fly on for the annual holiday, it would be a good idea to take him seriously for that is what airlines across the globe are doing: Taking children seriously when it comes to providing them in-flight comforts. The most recent airline to take its young travellers more seriously is British Airways. In what the airline is calling an industry first, it has invited young travellers to join an advisory board that is being created to develop its brand and services in line with the thinking of young ones.

The Council, when created, will consist of 12 children from around the globe aged between 8-14 years. "The aim of the Board will be to influence the way in which the airline as a brand develops its services for children. We have seen an increase in the number of young people flying in recent years. The children of today are the travellers of tomorrow and we take them seriously as a consumer group in their own right," said Ms Amanda Moss, the airlines Area Commercial Manager.

However, while young British Airways travellers wait for the Council to take shape, other airlines too are keeping an eye on them. So while the adults are being wooed with fine wine, gourmet cuisine and comfortable seats throughout the aircraft, the young ones too are getting their share of the attention. Hence, all kids below 12 years get a new range of Charlotte's web and SpongeBob SquarePants collectibles on board all Singapore Airlines (SIA) flights. In addition like many other airlines, SIA also offers a wide range of entertainment options on board.

The airline in-flight system "Young-one section" includes popular children's television programmes and cartoons. Besides, there is also an audio/video channel on which junior flyers can listen to stories and the latest selection of music and watch current movies. Following the same trend, the Colombo-headquartered SriLankan Airlines too is providing incentives that range from toys and more entertainment options for its young travellers. It has introduced four types of giveaway packs for children aged 8-12 years, 5-8 years and 2-5 years. And yes, the airline also carries a pack for infants.

Similarly, Dubai based Emirates, has already rolled out a range of in-flight goodies for children including a new soft toy called "Querk" which comes in five variants and is also available as a glove puppet. The airline is now planning to introduce a new in-flight menu meant only for its young flyers.

Apart from providing entertainment programmes for kids German airline Lufthansa also has special children's menu on almost all flights from Germany. This special menu for children below 12 years ranges from pancakes with cherries and carrot lasagne to fish fingers with pureed potato and tomato sauce to red berry jelly and strawberry mousse. Indian carriers like Jet Airways too have not forgotten their young travellers. The airline has a special JetKids programme which has a bag of goodies and gifts meant for the young ones.

And then, of course, a Middle East airline has introduced the concept of nannies on board so that both the kids and the parents enjoy the flight — separately and on their own!

More Stories on : Marketing | Airlines | Strategy | Children & Parenting

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Airlines catch `em young