Add “low-cost lifestyle-brand airlines” to the cliched list of industries that Millennials are killing. Air France is looking at ways to integrate its Millennial-focused Joon brand, which launched in late 2017, and Joon’s employees and aircraft into the Air France brand. Joon flights currently scheduled or on sale will continue to operate under Joon until that process is complete.
“Despite the many positive impacts of Joon, in particular the invaluable contribution of the teams at Joon who launched the company and worked with passion and dedication, the brand was difficult to understand from the outset for customers, for employees, for markets and for investors,” according to Air France. “The plurality of brands in the marketplace has created much complexity and unfortunately weakened the power of the Air France brand.”
Joon’s demise as a stand-alone brand is not surprising. Several low-cost airlines operating in the long-haul space have shuttered in recent years, including Primera Air and Airberlin. At The Beat Live in October, Delta CEO Ed Bastian—who had a role in hiring Air France-KLM CEO Benjamin Smith because Delta owns a stake in Air France-KLM and is its joint business partner—cited Joon as “pulling away from the core mission of Air France.”
Air France said integration of the Joon brand would bring “many benefits thanks to fleet, brand and product harmonization.” Air France also will be able to outfit Airbus A350 aircraft that had been on order for the brand to “a more economical cabin configuration.”