This week, Aer Lingus has revealed a three year plan to refresh their brand, a plan that coincides with the acquisition of eight new Airbus narrowbodies next year. The plans will reflect the airline’s ambition to be the leading value carrier across the North Atlantic.
Chief Executive, Stephen Kavanagh, revealed the plans included a facelift for the current fleet (an external repaint) and new uniforms for the staff. During the Airline Passenger Associations annual expo in Boston, Kavanagh said, “Our current livery and uniform have been in service for close to 25 years. Our business has changed and we have to take the opportunity to modernise our brand.”
As the plans are rolled out from early 2019, the flagship carrier for Ireland will also offer free alcoholic beverages and free unlimited internet access for coach passengers who didn’t purchase “saver fares.” However, the airline stated that downloads would be limited to 20Mb, which is “enough for social messaging.”
The rebranding comes shortly before the airline acquire eight new long-range Airbus A321LRs, scheduled to arrive from April onwards. The aircraft will have brand new engines, fitted with aerodynamic technology to increase range and fuel efficiency, and reduce noise.
Kavanagh said, “The range capability of this aircraft is uniquely suited to Aer Lingus, with much of the market opportunity in North America capable of being served.”
He continued, “Alongside our growth strategy, we remain committed to delivering our signature high standard of service to our guests. Our aircraft are designed for maximum guest comfort, whether in economy or business class and our staff are dedicated to ensuring every guest has a pleasant experience on board. Among the extras we offer as standard on transatlantic flights are complimentary 23kg baggage allowance (Smart Fare), complimentary on-board meals, and 120 hours of the very best in-flight entertainment.”
Last week, Aer Lingus announced two new routes to Montreal and Minneapolis, bringing the total number of North American destinations they fly to, to 15. Kavanagh said, “Since joining International Airlines Group (IAG) in 2015, Aer Lingus has launched eight new direct transatlantic services to Los Angeles, Newark, Hartford, Miami, Philadelphia, Seattle and now Montréal and Minneapolis-St. Paul, marking the largest ever transatlantic expansion in our history. In the past three years alone, Aer Lingus has increased the number of destinations served from nine to fifteen and has also added capacity on a number of existing routes.”
He continued, “The two new destinations will add a quarter of million additional seats annually to Aer Lingus’ transatlantic network which already carries 2.8m guests annually between Ireland and North America. Our ambition is to be the leading value carrier across the North Atlantic and we will continue to add new routes and capacity on an ongoing basis over the coming years.”
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