Pandemic will finally end, but the new idea won’t.
China Eastern Airlines(CES) is one of the largest airlines company in Mainland China. It’s based in Shanghai, the economic center city of China. China Eastern Airlines has a strong presence on routes in Asia, North America and Australia. Due to the pandemic, most international destinations were shouted down, airlines have to focus more on the domestic market. The airline looks to exploit the domestic market potential as it boosts flight frequencies from Shanghai to other Chinese cities.
“Wild Your Weekends”
To reduce the pandemic’s impact, China’s airline industry–now solely relies on the domestic market. On June 18th, 2020, China Eastern Airlines took the lead in launching the “Wild Your Weekends” package. After consumers spend 3322 CNY (510.41 USD approximately) to buy the product, they can redeem it for China Eastern Airlines and Shanghai Airlines for unlimited times except for Hong Kong, Macau and Taiwan routines on any weekend before December 31, 2020. Economy class only. The product was strongly sought after by the market as soon as it launched and eventually sold more than 100,000 sets.
It’s a bolder product, under the pandemic, but it meets the demands of travelers, students, or professionals who are studying or working in a different place. Especially when CES launched the product, the domestic epidemic was generally brought under control, and the market needs some stimulations to push the economy moving forward. One thing I think the product did well is that the “Flight Pass” model makes different industries linked, from airlines company to hotels and restaurants, it’s a whole supply chain.
Competitors and controversy are always in
Constantly, after CES’s launching, many other airlines copied the model and launched their version of “Flight Pass”. That was good news for people who are not living in Shanghai because they have more choices. All looks good, more and more people need to travel after a long time in their home, some domestic places were was not so hot or didn’t develop as a travel destination before now becomes popular now. As a customer, only purchasing 3322 CNY one time, if the normal ticket price is 500 CNY(76.82 USD approximately) therefore I just take 7 times flights that my pay goes back. That is attractive.
But it’s still caused many controversies and criticizes. Many people ignored the limitations like only on weekends, you can only book your flight 5 day before the departure day, the pass will be invalid when you have 4 times of noshow and customers must be queued in when too many people booking one flight.
In my perspective, I can understand their worries. But when we get something, you must understand the game rule. It’s the formula. But airlines should also make clarifications according to problems passengers concerning, rather than say nothing. So what I think is that the “Flight Pass” model is the first time launched in China, especially at such a timing. Understandably, problems will happen, but airlines should focus more on UX, during the pandemic specifically. Companies can’t sacrifice customer’s trust and enthusiasm to make money, that is a stupid decision.
What will go on?
2020 is a tough year, amounts of people and businesses suffered a lot. The “Flight Pass” model is a useful way to stimulate the market. But there still are many problems we should face to. Besides the customer service problems I mentioned before, marketers and companies should consider global situation changes in 2021. With vaccination moving forward, should we re-started international traveling? Behind complex steps of testing and restrictions, or when we have some efficient ways to protect travelers from international journeys. Should we launch an international version of “Flight Pass”? Does it meet the goal or just ask the market do we need the promotion?
The epidemic is going to its end constantly, however, when a new challenge comes, what will be the next “Wild Your Weekend”?
Always new ideas.
Maybe the market will answer like that.
