Air France, which just a year ago launched Joon as a separate airline focused on “a young working clientele whose lifestyles revolve around digital technology” has apparently found not enough of them are interested and is winding the operation down.
When it was created, many in the industry were skeptical that AF’s pitch (“Joon is a lifestyle brand and a state of mind. Short, punchy and international, the name Joon is designed to address a worldwide audience.”) could succeed in winning back passengers from discounters—and they were right.
The airline is now working on a plan to reabsorb the operations into Air France and to re-assert Air France’s branding. All existing tickets will be honored, although possibly not on Joon planes.
Air France is not the only company to possibly bet wrong on millenial tastes. Uniworld, a major river cruise company, last year created a special division, U by Uniworld to attract them, and set aside two ships for millenials only. Even before the first cruise, it had to extend the age range for its marketing.
