Don t show me this message again✕
Rather too often when covering aviation, I find myself thinking, what were they smoking when they decided to put money into that?
During 2011, a trio of transatlantic business class-only start-ups – MaxJet, Eos and Silverjet – folded in quick succession. None could compete with the frequency and frequent-flyer plans of the incumbents, particularly British Airways and Virgin Atlantic.
A more recent (but pre-pandemic example) was Air France’s weird venture in devising a sub-airline for “millennials,” named Joon.
Not even the crew operating its flights could comprehend how Joon could offer “a flying experience that’s both stylish and relaxed” in a way that the “mother brand”, Air France, could not – unless it was those “vitamin-filled smoothies made of 100 per cent fruit”.