United copied American Airlines launching onboard credit card pitches last month. Flight attendants benefit from signups, but aren’t penalized if you don’t sign up.
Ancillary revenue and customer segmentation are huge buzz words in aviation. It’s how already-profitable airlines think they can make more money. Segmentation usually happens when they sell you a ticket, do you buy basic economy, regular economy, or premium economy? But they also have you captive the full length of the flight. You may be bored. And you can’t ignore the sales pitches.
The front line sales people are flight attendants, and for an airline that can get away with it, pairing incentive payments with penalties is the logical way to goose more ancillary revenue from passengers during the flight.
One airline it seems is doing just that, according to a leaked memo. Ryanair flight attendants have sales quotas for a variety of items.
Ryanair cabin crew are required to sell eight scratch cards each per day or face action, an internal staff memo shows.
…“If the same crew members names appear to not be reaching their daily targets [they] will be met with by their supervisor and further action taken.”
Ryanair cabin crew’s daily targets also include selling one bottle of perfume a day, one meal deal, and one item of fresh food.
Copyright: trevorbenbrook / 123RF Stock Photo
The charity scratch cards flight attendants are supposed to sell at €2 apiece offer a €1 million jackpot — in theory — but no one has ever actually won that much. Because the winner then has to pick out an envelope with a prize out of 125 envelopes and only one comes with the million euro prize. Last year’s winner won 50,000.
You don’t have to buy, but it’s hard not to listen. If you’re flying Ryanair you’re likely choosing your flights purely on schedule and price, and a few more inflight sales presentations aren’t going to drive away your future business.
(HT: Alan H.)