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Air France absorbs Joon to move upscale

3 min reading time

Published on 11/01/19 - Updated on 17/03/22

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Air France absorbe Joon pour se diriger vers le haut de gamme Source: JOEL SAGET / AFP

Begun by Ben Smith, this strategic act of Air France is demonstrated by a clearer portfolio and a move upmarket of the offer.

Created in 2017, the low-cost company Joon will have been short-lived. Benjamin Smith believes that this is too damaging to the strength of the Air France brand and it does not correspond to its top-of-the-range strategy. "The development of our offers must better position Air France on high...

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