United celebrates three decades in Oz with launch of all Dreamliner fleet
As it celebrates 30 years of continuous service to Australia, United Airlines continues to evolve its product offering as it prepares to upgrade all its Australian services to 787 Dreamliner aircraft next month.
The airline commenced services to Australia from the US on February 11 1986, with its first flight departing Sydney Airport on February 12.
Speaking to Travel Weekly in Sydney ahead of a media event to mark the milestone, managing director Japan and Asia Pacific sales Alison Espley underlined the immense significance of the milestone.
“It was a key time in the history of United because it transitioned the airline from a mainly domestic carrier to a truly global carrier when in 1986 we added the Pacific routes including Australia,” she said.
Now 30 years on, it will implement another major milestone. Following the launch of its Melbourne-Los Angeles service in October 2014 using new Dreamliner aircraft, the airline will upgrade its Sydney-Los Angeles and Sydney-San Francisco services from B777-200ER aircraft to Dreamliners next month.
Espley said the new aircraft had been well received on the Melbourne route.
“If I look at the customer satisfaction ratings from the Melbourne to Los Angeles flight using the Dreamliner, they are hugely encouraging, especially when it comes to putting that aircraft on the Sydney routes,” she said.
Espley highlighted the new aircraft as a “state of the art” offering with a number of benefits.
“It utilises up to 20% less fuel than other aircraft of a similar size, it emits up to 20% less carbon emissions,” she said.
“From a customer perspective in business first it has a 2-2-2 configuration which is something our customers said they wanted.”
In addition, its larger windows, bigger overhead bins for storage, roomier bathrooms and general feeling of more space are also major benefits. As is the cabin pressurisation which is believed to reduce jetlag.
“Yes, you can really feel the difference,” Espley promised.
It’s just one of a raft of changes implemented by the airline over recent years with United putting a strong focus on responding to the demands of its customers, submitted to the airline via the 8,000 plus surveys it receives each day and via face to face interactions at frequent flyer events.
The Dreamliner revolution follows a number of other significant changes on its Australian routes. These range from the addition of TV screens to its B777 aircraft in 2014, to last year’s introduction of wifi on its trans-Pacific routes and the reintroduction of its policy of two free checked bags in economy. The airline also rescheduled its Sydney flights to allow passengers to arrive in the US earlier, enabling them to connect to a larger number of connecting flights and even to arrive in New York in time for dinner.
“That’s what customers said they wanted and that’s how we’ve responded,” Espley said. But she admitted the recent changes were absolutely necessary, particularly as the route becomes increasingly competitive.
“The need for investment was there, we’ve admitted it, we’ve addressed it and we’re continuing to add new services,” she said.
Its food offering has also undergone a massive overhaul. In June last year, it reinstated free beer and wine for its economy passengers, and extended its meal services to include a three-course meal with an additional hot meals served before arrival. It also introduced the opportunity for customers to purchase snacks in between the meal services.
As an additional bonus for coffee-loving Aussies, the airline inked a global deal with Italy’s Illy Café to supply its roasted coffee both on its flights and in its lounges.
“We’ve been listening to our customers and providing seasonal food, fresh food and healthy options is a key focus,” Espley explained.
Technology is another major area that the airline is placing significant emphasis on with its aim to “empower its customers” to make changes themselves. As a result, on top of its wifi roll-out, the airline has revamped its website with a “clean and fresh” feel, enhanced its mobile app and introduced new kiosk facilities on the ground as well as power outlets both on its aircraft and it boarding areas at the airports it serves.
Is the company reaping the benefits of all these investments yet?
“I believe in 2015, we saw the momentum building of these changes,” Espley said. We were investing heavily, but we’re a very large company so it takes time for customers to see those investments and to see them on a consistent basis and in 2015 we achieved that so he momentum is building.”
In December, the airline received its highest customer satisfaction for that month in more than two years, Espley revealed.
“We’re seeing that momentum carry into 2016 as well, and we will continue to see it build.”
Getting the word out to the trade about its revamped offering has also been a major task for United, but Espley reported a warm welcome to the changes from the trade.
“We’ve been fortunate enough to have been here for 30 years and to have had those relationships for that period of time,” she said.
“The team here in Australia has worked very hard to educate and information through newsletters and through training.”
The airline has also held trivia nights in Australia for the last six years, rolling them out to regional locations such as Parramatta last year and with more to come this year.
Famil trips will also play an important part, with the airline having taken two educationals already this year.
In addition to media and consumer events to celebrate its 30th anniversary of Australian services, it will hold a major trade celebration at Sydney’s Maritime Museum on February 25 with a 1980s theme with a number of other events to follow.
“We have enjoyed tremendous working relationshops with our trade partners over the 30 years and we really appreciate the loyalty they’ve shown to us over that time so it’s wonderful that we can celebrate with them,” Espley said.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
@australia airlines alison espley aviation united usLatest News
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