From budget to business: Flair courts corporate travellers

Flair Airlines is refreshing its ultra-low-cost image to appeal to more business travellers, even as it maintains a no-frills onboard experience.

In comments to the Canadian Press last week, CEO Maciej Wilk said the Edmonton-based airline is seeking to move beyond a strictly budget model, repositioning itself as what he called a “value carrier.”

The strategy focuses on attracting more work travellers—primarily from small businesses—through competitive pricing and partnerships with travel advisors, online booking sites, and hotels.

“We’re just ignoring this enormous corporate opportunity and simply abandoning this highly — potentially — profitable segment for us,” Wilk said.

This doesn’t imply that Flair will add a Business Class cabin or luxurious amenities. “No silverware, no free catering, no lounges, no red carpets unrolled in front of the customers,” Wilk told CP.

Instead, Flair is giving travellers who pay extra for add-ons—such as carry-on luggage—priority at both check-in and boarding, along with more flexibility on bag size.

Partnering with a global distribution system, like Amadeus and Sabre, will also help advance the strategy. Flair hasn’t partnered with one yet, but plans to do so this year.

Fewer layovers and more flights from Atlantic Canada—mainly to Toronto and Waterloo—also aim to expand the airline’s reach and make its one-stop cross-country trips more attractive.

READ MORE: Flair launches B2B strategy, tour operator, “Express” option, more bundles & resale option

The effort to attract more business travellers comes as the distinction between low-cost and legacy airlines fades, with Air Canada, WestJet, and Air Transat all embracing elements of the discount model.

It also aligns with the company’s “Flair FWD” strategy, a customer-focused platform that’s meant to improve the Flair experience with features like an On-Time Guarantee, in-seat ordering, a refreshed website, digital meal credits for disrupted flights, as well as a B2B strategy.

Flair taps travel advisors

Regarding collaboration with travel advisors, Flair sees the need to engage customers seeking more than just a seat.

More than a year ago, the airline hired Ryan Anderson, a former telecommunications manager, to develop a sales program that meets the needs of travel agencies, event planners, and other small to medium-sized businesses.

The result of these efforts is a new travel agency portal, available here, which went live in October.

The portal, notably, offers travel advisors some flexibility. Agents can change a client’s name up to 48 hours before take-off and modify a reservation up to seven days from the departure date.

Flair also wants the trade to know that it does charter flights to destinations not only across Canada, but also the United States, Mexico, Jamaica, the Dominican Republic and beyond.

“Passionate aviation fans have noticed our planes flying to Greenland and even over to Europe,” Anderson told PAX at a Flair FWD launch event in Toronto last October. “We'll do everything from sports teams to business retreats. It’s very diverse.”

Flair Vacations & Express

Flair is also getting into the tour operator business.

“Flair Vacations,” a partnership with the HBX Group (parent company of Bedsonline), builds on the airline’s expansion through Mexico and the Caribbean.

“It’s going to be air, hotel and transfer included, with optional excursions,” Duncan Pattillo, Flair’s director of customer experience, told PAX.

It adds to a suite of other new services Flair has announced, including “Flair Express. 

This is an upgrade given to any customer that purchases a carry-on bag, whether through Flair’s Lite/MAX bundles, or separately.

These customers receive Zone 1 boarding and aren’t required to put their carry-on bag or personal item in a baggage sizer.

(Travellers, of course, still have to be compliant with Transport Canada’s regulations for onboard items).

New bundles

The airline has also rolled out a new set of bundles.

There’s “Basic” bundle (which comes with just a personal item), a “Lite” bundle (which includes a carry-on and Flair Express), a “Plus” option (checked bag and personal item) and “MAX,” which includes everything.

Ticket resale service

Finally, Flair is the first North American airline to launch a ticket resale service through Fairlyne, a Paris-based resale platform.

Essentially, if you suddenly can’t make your Flair flight, the airline will potentially buy back the seat – if the flight is popular.

“Customers get more of a refund than they would if they just didn't show up for the flight,” said Eric Tanner, Flair’s chief commercial officer, in an interview with PAX last October. “For us, it's a win because we can resell that ticket.”

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