The recent news published that the Dutch airline Corendon Airlines has started offering adults-only areas on its flights captured the attention of media around the world. Rightly so, as passengers seem to have been asking for this service for a long time, according to an article in The Spectator that was based on a PhotoAID survey.
Corendon's route from Amsterdam to Curaçao in the Caribbean will feature a dedicated section at the front of the plane where over-16s can enjoy "peace and quiet", in a move it claims will improve experience of both those who travel with children and those who do not.
Although this measure is likely to be popular with many passengers, what does the industry think? Could this trend really "take off"? And what should buyers and suppliers do to take advantage of it? We spoke to several experts in the travel technology distribution space to get their reactions.
Henry Harteveldt of Atmosphere Research Group points out that “there are currently 'adults only' travel services in the hotel sector, several cruise lines offer 'adults only' sections or facilities on several ships, and there are tour operators that focus on adults only travel. for adults, but recommends that anyone entering this space do their research first. Do you have enough clients to make it worth it? It is profitable? Will this distinguish your brand favorably? Will you be able to sell and service it through all the channels you sell through, including travel agencies if you use them? If the answers are favorable, a solid and comprehensive marketing strategy and budget will be essential. Relying solely on search engine optimization and search engine and social media marketing to raise awareness and generate interest will not be enough. You will need an integrated marketing campaign that encompasses public relations, relevant media advertising, targeted email, promotional activity and, yes, SEO, SEM and social media marketing.”
To be successful, the idea will require investment from both B2B sellers and buyers of flights: "Travel providers and intermediaries need to think carefully about how they would sell and market this new service," says Janis Dzenis of the comparison website WayAway pricing. “Currently, adults-only flights are not a typical search term for consumers, many would not know it is now a real option. A public relations or marketing campaign would be needed, along with new technology to help adults-only flights appear in the booking stream. OTAs and metasearch companies should consider adding a filter for this emerging service, and consider guiding people to it on their websites, as it is not something people naturally know to search for.”
It's not just airlines that stand to benefit from this being a success, "travel sellers and accommodation buyers should also think about how to make the most of this new trend," adds Gareth Matthews of global travel distribution provider Didatravel. "It could be a great opportunity to sell, for example, the ultimate adults-only vacation package. Hotels have already mastered the adults-only concept and many have highly successful business models, as well as loyal customers and strong distribution networks. Now , the ability to package this with a matching adults-only flight could be a win for travelers, distributors and suppliers.”
Broadly agreeing with this view, Haluk Kayhan, CEO of PrimeTravel , a fast-growing B2B travel distributor offering accommodation worldwide, adds: "For retail travel agencies, sitting in front of the customer in person or selling over the phone , this represents a unique opportunity to add value and personalize a trip: they can judge whether or not a traveler is interested in an adults-only cabin experience in a way that an online seller cannot do in the same way. So we would recommend airlines considering this possibility to explore the retail channel route above others. The prospect of adults-only flights therefore presents an exciting opportunity for both travelers seeking a serene journey and for the industry".
Source: Belvera Partners.