|Adria charging for food and drinks from tomorrow|
Adria Airways will mark the beginning of its switch to a hybrid low cost/full fare airline model tomorrow as it discontinues its complimentary meal and beverage service for economy class passengers. The airline will introduce its new in-flight catering concept - “SkyShop”. Mario Mazek, the head of the SkyShop project and Director of Ground Operations at Adria Airways says, “In business class and on charter flights the service will remain unchanged for now”. He adds, “We believe that the service is a good one and we have made a special effort to ensure that the range of products includes something for everyone. With this service, I think we have come closer to meeting the requirements of today's Adria passengers".
The move, capping a five year period of shrinking service, is based on industry research showing that passengers prioritise prices and scheduling over amenities, according to Adria's Marketing Director Iztok Franko. "By introducing this new service we are responding to the wishes and needs of today's passengers and giving them the opportunity to choose", Mr. Franko says. He continues, “Analysis of our competitors, as well as trends among regional carriers, to which Adria belongs to, indicates that the most important thing for passengers is to offer safe, fast and competitively priced transport to their final destination. The primary aim of the new SkyShop service is to provide a quality service for passengers at a moderate price”.
The Slovenian carrier says it is adopting a low cost approach due to the growth of budget airlines, which has also forced legacy carriers to aggressively cut costs. Officials from Adria suggest the new hybrid model is working, as its passenger numbers rose 10% in the first quarter whereas average ticket prices declined by some 5%. The airline says that analysis of the market and passenger needs have shown that food, baggage and other services do not play a key role in airline selection.