Air France and KLM to Try Out Buy-on-Board in Economy Class
Air France and KLM will begin a trial on intra-European flights to replace free food and drinks with a buy-on-board menu in economy class.
Buy-on-board
The French and Dutch flag carriers, both part of the Air France-KLM group, will begin the trial on a select number of short- and mid-haul flights within Europe.
After the trial, the two airlines will assess feedback from passengers and crew regarding the new in-flight catering and decide whether buy-on-board will be rolled out on all short- and mid-haul flights.
Affected Air France routes
According to French newspaper Le Figaro, the buy-on-board trial in Air France economy class will start in January 2025 on flights from Paris Charles de Gaulle Airport to Lisbon and Helsinki.
Instead of the sandwich, wrap, or pastry currently offered complimentary in Air France economy class on intra-European routes, passengers will receive only a small sweet or savoury snack, such as a biscuit, for free.
If passengers want something more substantial, they can order food from a newly created buy-on-board menu.
Reportedly, passengers on Air France flights from Paris to Lisbon and Helsinki will also experience a significantly reduced beverage service.
Instead of a free choice of cold and hot drinks, including beer and wine, economy class passengers will now receive only complimentary coffee, tea, or water.
Any other drinks will need to be purchased from the buy-on-board menu.
Air France buy-on-board
According to an Air France spokesperson, the airline believes the new buy-on-board concept will provide passengers with a more personalised flight experience while still offering a complimentary snack and drink.
The Air France spokesperson said: “Air France is constantly studying opportunities to develop its offer, in order to best meet the expectations of its customers, in line with market developments.”
Business class passengers on flights to Lisbon and Helsinki will continue to receive the standard Air France business class service for short- and mid-haul flights, which features a complimentary cold meal and free drinks, including champagne.
KLM buy-on-board
According to the Dutch newspaper Telegraaf, KLM will test various in-flight catering concepts over the coming months on its intra-European flights.
A new buy-on-board menu for short- and mid-haul flights is included in all these new KLM in-flight catering concepts.
However, the company will also trial a concept that combines the buy-on-board menu with a limited complimentary drinks service, offering coffee, tea, and water.
KLM did not specify whether the buy-on-board trials will be conducted on all its short- and mid-haul flights or only on flights to a select few destinations, as Air France is doing.
On long-haul KLM flights in economy class, as well as in business class on short-, mid-, and long-haul flights, complimentary food and drink will still be provided by the Dutch national airline company.
KLM service
Currently, KLM still provides passengers with a basic cheese or egg salad sandwich on its intra-European flights in economy class.
According to a KLM spokesperson, the airline “observes that the sandwich with cheese doesn’t match what customers are craving at that moment”.
When asked whether the new buy-on-board concept might pose challenges for KLM in differentiating itself from low-cost carriers that offer a similar service at much lower prices, the spokesperson stated that the airline is confident it can still attract passengers.
The KLM spokesperson said: “The personal service sets us apart from budget airlines and that remains a spearhead in our new concept.”
My take on the Air France-KLM buy-on-board trial
Personally, I don’t get the eagerness of Air France and KLM to join low-cost carriers in the race to the bottom regarding in-flight service.
Simply put, Air France and KLM cannot compete with low-cost airlines on price, so they must differentiate themselves in other ways.
Many passengers dislike being nickelled and dimed for everything on board, and while I understand that certain type of free snack might not appeal to everyone on board, I have never heard of economy class passengers complaining about receiving a free drink.
At the very least, Air France and KLM would be wise to continue serving free drinks, ideally maintaining the current offering of soft drinks, beer, and wine.
It makes passengers feel like guests of the airline, rather than customers from whom ancillary revenue must be extracted, which is one of the reasons many people still prefer full-service carriers over low-cost airlines.
If Air France and KLM think it makes financial sense to introduce a buy-on-board menu alongside a free drink and basic snack, they should go ahead, as this would simply provide passengers with more options.
However, the airline bosses would be smart to look at their competitors and to observe industry trends.
Although Lufthansa switched to buy-on-board in economy class on intra-European flights, the German airline is currently trialling the return of a free drinks service, including alcohol.
British Airways has also partially reversed its decision to charge for all drinks and food, and is again offering a complimentary bottle of water and a small snack on short- and mid-haul flights in economy class.
I wouldn’t be surprised if many European airlines end up adopting the model of LOT Polish Airlines in economy class, where passengers have the choice of a free sweet or savoury snack, along with complimentary water, tea, or coffee.
Conclusion
Air France and KLM will trial a buy-on-board concept in economy class on short- and mid-haul flights.
After testing various concepts and considering feedback from passengers and crew, the two airlines will decide whether to make buy-on-board permanent or retain some form of free drink and snack service.
