“Instagrammable cocktails” solution to bad Vueling pax reviews

Learmount.com’s series on awful airline experiences today looks at a European carrier’s attempt to persuade booked passengers that their trips will not be as bad as the online reviews.

Holidaying passengers flying Vueling are promised that they can start winding down – or up – as soon as they’re airborne. Here’s the just-announced pan-Europe mix of goodies in the Barcelona-based carrier’s bespoke summer cocktail, dubbed “Vueling in the Clouds”: Cava, ratafia (a sweet dessert wine), gin, limoncello, and elderflower liqueur.

This chilled delight is topped, according to Vueling’s press release, with a “cloud of candyfloss” – presumably supplying the promised “instagrammability”. If that doesn’t put the stressed travellers in a good mood, nothing would.

Looking at Tripadvisor reviews for Vueling, nearly half score in the “terrible” category, and if you add the “poor” votes as well the total comes to well over half. Complaints range widely from delay, cancellation and overbooking to awful customer service. On the other hand, adding the “excellent” voters to the “good”, together they make up less than a third of the total. Very few fliers seem to tick “average”.

In “Overview”, Vueling scores 2.5 out of 5. The only categories where scores beat 2.5 are value for money, cleanliness and check-in/boarding. Even those, however, don’t exceed 3 out of 5. However, there are nearly 4,000 (out of about 35,000 reviews) who rated Vueling excellent, so at least some passengers get lucky.

Don’t kid yourself: luck is what gets you a “good” low-cost flight. You’re not expecting much, so if absolutely nothing goes wrong, the trip will feel excellent. On budget airlines margins for everything, commercially and operationally, are so tight that it is rare for everything to go right for every passenger.

Sad though it is to have to admit it, alcohol can indeed do the trick. A trip I took with EasyJet recently was pretty stressful at every stage from check-in to disembarkation, and I found myself shoe-horning my creaking frame into the tightest seat row I have ever experienced. Once seated, I felt awful about the prospect of the 3h flight ahead.

Normally, if I choose to drink on flights, my purpose is pleasure and relaxation. This time I wanted oblivion. One G&T later I was feeling slightly better, and after a second I felt ready to forgive EZY and its crew. It had worked, and EZY’s bar had profited.

That’s what Vueling hopes to achieve, but there are risks. Alcohol doesn’t always pacify passengers, and it’s the cabin crew who are left with the task of managing the results.

Maybe the answer is a general anaesthetic delivered via the cabin air conditioning. Meanwhile, “Vueling in the Clouds” will have to do.

On second thoughts, maybe it was irresponsible of me to make that suggestion, because Michael O’Leary (Ryanair’s boss) might yet sell it to you as an option!

EZY, 20, woos lovers, 25

Having transformed Europe’s flying habits since 1995, EasyJet celebrated its 20th birthday at the airline’s Luton HQ today, using it to launch new plans to woo travellers.

Among these is a loyalty system utterly unlike any on offer at the legacy carriers.

It’s by invitation only. If you are a frequent flier EZY knows who you are, your flying habits and has a pretty good idea of why you travel, so it knows what you want. For example, “long distance lovers”.

If you are in that category, your average age is 25, you fly to your lover’s arms eight times a year, and there are no favourite lovers’ routes. As EZY’s press release puts it, “love is all around”. There are some other fascinating categories, but more of that later.

Founder Stelios Haji-Ioannou (now Sir Stelios) was at the party along with chief executive Carolyn McCall, the captain of the first EZY flight Fred Rivett, and Lisa Burger who checked in the first passengers and is now head of customer services.

Stelios and Carolyn

EZY past and present, including Haji-Ioannou and McCall

Lisa said: “I’ll always remember the energy, excitement and hype surrounding our first flight.” Remember everyone had booked then with a personal phone call to the number printed on the aeroplanes.

She continued: ““From day one we began to educate customers how to interact and travel us and that we could make travel more affordable by cutting out complexity, overheads and costs that didn’t add value or that would compromise service.” Stelios himself said he knew it was a risk, and Lisa knew the customers reckoned they should grab the fares on offer before the upstart airline went bust.

McCall and her crews

McCall and her crews at Hangar 89 today

It’s got a fleet of 250 aircraft now, carries more than 60 million passengers a year and still has ambitious expansion plans within Europe. EZY’s trademark cheerful optimism pervaded Hangar 89, its Luton HQ, today.

Apart from separated lovers, here is just a taste of some of the other frequent flier categories EZY wants to nurture:

  • Independent business travellers, av age 43, fly 20 times a year or so, favourite destinations London, Paris, Milan, Geneva, Amsterdam, Berlin, Edinburgh and Lisbon.
  • Second home owners, av age 45, fly five times a year booking six passengers each time, favourite routes UK to Malaga and Faro, Paris to Nice, Geneva to Porto, Berlin to Barcelona.

Other categories include commuters, and those visiting friends and family including expats visiting home, and students or parents separated by time at university.

So what do they get for their loyalty? McCall says they don’t want air miles or Avios that are impossible to redeem on anything they really want, they want an extension of the travel simplicity they already like. The rewards are cost-free booking changes, free traveller name changes, and ticket price promises. All this launches next year.

Also just upstream in the pipeline is a smart new uniform with a bit more class but still a fair amount of orange, incorporating “wearable technology”.

The technology could be LEDs incorporated in seams or hems to make engineers visible on the pan, cabin crew visible leading an evacuation, and embedded video cameras to enable remote engineering inspections.

Cabin crew will have uniform-embedded microphones for in-aircraft communication. And EZY has already launched the idea of drones for aircraft inspection.

There was a refreshing restlessness in the air at Hangar 89 today.