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Best & Beyond, Air France’s Long-Haul Ambition

June 28, 2013 Aviation No Comments Email Email

AirfanceIn recent years, new standards have emerged in the airline industry. These have naturally led Air France to want to complete its network strategy by upgrading its products and services.

Named Best & Beyond, this project includes an investment of over 500 million euros in new products. It is part of Transform 2015.


The strength of Air France’s long-haul services relies heavily on its powerful network, which combined with that of KLM offers its customers in Europe an unparalleled choice of intercontinental destinations. In summer 2013, the Group is serving 114 destinations in 73 countries.

Air France-KLM is the leading long-haul network on departure from Europe with over 13% of seat capacity between Europe and the rest of the world, far ahead of its main rivals.


The ambition of the Best & Beyond project is to be at the very best level in terms of products (seats, in-flight entertainment, lounges etc.) and make a difference with optimum customer service.

Air France’s move upmarket is made up of major projects, as well as smaller daily actions, which will improve the customer experience at every stage of their trip.

In early January 2013, the Company launched a “100 actions” programme to determine the main improvements to be made, in line with customer feedback.

All cabins are involved in Air France’s move upmarket and will improve travel for all customers.

3 keywords define the upgraded services in Economy and Premium Economy, namely comfort, attention and pleasure.


In the Economy cabin, Air France will be introducing a new seat with new features enhancing comfort and increasing legroom. This seat will be revealed in September 2013.

In Premium Economy, the Company will be enhancing the comfort of the current seat and footrest as from June 2014.


The move upmarket also focuses on the quality of customer relations. Air France has introduced five service attitudes to illustrate its brand, thanks to its employees. 11,000 crew members and 1,300 ground staff follow the service attitudes on a daily basis. By the end of 2013, 19,000 employees will have been trained, followed by the entire company.

These 5 attitudes are:

– Make others feel unique: ensure that each customer feels unique
– Value: be attentive to the product the customer has purchased and ensure that what we provide reflects this.
– Show you care: generosity, empathy, the ability to establish close links
– Make details count
– Take initiative: believe in the talent of staff, in the human aspect and in the history of the airline


As from September 2013, customers will be able to enjoy new service in Economy, with a unique meal tray designed by Eugeni Quittlet.

To reinforce the idea of ​​upgrading for all, Air France will also be offering a brand new range of in-flight entertainment programmes in all cabins with a unique touch navigation experience.


In September 2013, Air France will reveal its new Economy seat and its new entertainment system at the International French Travel Market fair.

In January 2014, the Company will reveal its future Business class seat.

In April 2014, the entire project will be revealed around the new La Première cabin.

Discover all the latest Air France news in real time wherever you are on the free iPhone application on the corporate website and on smartphones at 

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