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More than low fares

Airlines today are plying travellers with complimentary cab facilities, discount on hotel bookings and on-flight auctions, finds SYEDA FARIDA

EXTRA MILE Airlines are looking beyond the low fare mantra

For Rahul.K, a business pro who is air-hopping metros across the country, the on-flight auction of shades, shoes and bags makes him choose his regular airline over others. "More than the discount that you bag when you win the bid, it is the excitement of shopping on flight that travellers seem to like," he says. Add to this a pick up and drop from mana Begumpet airport, which will save you time and energy haggling with a cabbie upon arrival. Or, if you are a visitor to the twin cities, how about checking into a three or a five star hotel here, on a discounted tariff along with your e-ticket?

Frequent flyers rejoice as airlines vie with each other with a bouquet of value added services as low fares remain no more a USP.

"If you look at the Indian consumer today, there are more people who are less than 44 years of age, well educated, have large disposable income, have global exposure, are hungry for newer products and expect superior service. With players raising the bar in aviation with their value added services, much like what happened with the telecom sector, the consumer in turn is looking for a great flying experience," explains Girish Shah, head marketing, Kingfisher Airlines.

If tie ups with Goan resorts for leisure travellers and a Gourmet Guide offering discount for foodies in Tendulkars and other fine dining chains has King Club members flying the King of Good Times, including a complimentary pick up and drop for travellers booking online, the latter, courtesy an online booking made on Makemytrip.com, Spice Jet rolls out an onboard courier window apart from a plethora of other on ground services.

"Travellers can check in the material to be couriered as excess baggage for a nominal sum. They also can log in the website to make a flight cum hotel cum car rental booking, and also avail a 15-30 per cent discount on the hotels in the 13 locations that the airline covers. In about 4-6 weeks time we are looking at car rentals and insurance, offering a one stop shop to the traveller by tie ups with local service providers," says Sanjay Kumar, vice president marketing and planning, Spice Jet.

And closer home, Air Deccan has added yet another flight to and from Tirupati to facilitate the `darshan'. While for NRIs, websites such as Travelguru and Makemytrip not only offer a hotel package but also car transfers between airports and more.

"The consumer has become choosy and demanding. Until now they have been looking at low cost fare doing a bit of window-shopping before they buy an air ticket. And now they are looking forward to value added services," explains Kumar on the new low-fare-deal-with-a-bit extra trend.

While the upgrading from rail travel to cheap airfares is paving way to greater leisure travel, the buzzword seems to be the `unique flying proposition', which the rest of the airlines and operators will have to offer as a long-term loyalty programme.

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