INDUSTR Y R E COV ERY
“People will slowly grow more
comfortable readjusting back
to normal life, being close to
one another, and flying again”
Dr Stathis Kefallonitis, Branding.Aero
aircraftinteriorsinternational.com
JUNE 2020 027
A WAY
FORWARD?
Emirates is the first airline to conduct onsite
rapid Covid-19 tests for passengers as
a way to help ensure a safe flight – and a
warmer welcome on arrival. The quick blood
tests are conducted by the Dubai Health
Authority (DHA), with results available within
10 minutes.
Adel Al Redha, CEO of Emirates explained,
“We are working on plans to scale-up
testing capabilities in the future and extend
it to other flights. This will enable us to
conduct on-site tests and provide immediate
confirmation for Emirates passengers
travelling to countries that require Covid-19
test certificates.”
The airline’s check-in and boarding
formalities have also been adapted, with
protective barriers installed at each check-in
desk, and gloves, masks and hand sanitisers
made mandatory for all airport employees.
Passengers are also required to wear
their own masks at the airport and on board
the aircraft, and to follow social distancing
guidelines.
On board the aircraft, magazines and
other printed reading material are not
available, and while food and beverages
are still offered on board, packaging and
presentation have been modified to reduce
contact during meal service. Cabin baggage
is currently not accepted on flights, with
the only permitted carry-on items limited
to a laptop, handbag, briefcase or baby
items. In addition, all Emirates aircraft go
through enhanced cleaning and disinfection
processes in Dubai after each journey.
“Happier airline employees provide a better passenger
experience,” says Kefallonitis. “Airlines should ensure that
there is a system in place – virtual or otherwise – that
regularly educates and trains their employees to deal with
current and upcoming changes, and what to do in case of
sick or unruly passengers. Although some of their former
training would have covered many aspects of this,
re-training would make employees and the airlines they
represent stand out from the pack. The more well-trained
employees are, the more confidence they will project.”
The passenger experience is even more important in
the aircraft cabin, where Kefallonitis suggests that an air
of calm, steady-handedness in the face of a storm often
translates directly into brand confidence as well. This
brand confidence could prove to be a boon to cashstrapped
carriers everywhere when airlines begin
competing for the same, temporarily smaller pool
of customers.
Kefallonitis does advise caution in modifying the
inflight experience though. “The recipe for disaster here,
is to make any changes on the service and onboard
features front too radically and too quickly, and risk
making things worse.”
Changes will be required for on board products and
services offerings, but as he says, “when it comes to flying
safely in the Covid-19 era, every challenge creates an
opportunity.”
For instance, Kefallonitis suggests that the likely
elimination of complimentary snacks and beverages on
short-haul flights could give way to sales of a host of fresh,
individually packaged drink and snack options – with
detailed information on when and where they were
packaged, of course – and/or sponsored partnerships with
classic brands that passengers know and trust, to help
bolster airline‘s bottom lines.
“Familiarity is key,” explains Kefallonitis, and the
soaring popularity of comfort foods during the pandemic,
from major brands like Frito-Lay, General Mills and
Nestlé seems to reinforce that view.
And as Kefallonitis is quick to point out, seeking
comfort with an airline brand that passengers know and
trust is part of that equation as well. This is why providing
“Now is the time to focus
on accelerating our
recovery and rebuilding
an industry that is
stronger, more agile and
fit for the future”
Dominic Walters, VP,
Inmarsat Aviation
LEFT: EMIRATES
PASSENGERS
BEING TESTED FOR
COVID-19 AT DUBAI
INTERNATIONAL
AIRPORT
/aircraftinteriorsinternational.com