Under a five-year branding campaign, Japan Airlines (JAL) plans to become the favorite airline of both Japanese and international customers by providing unparalleled products and services that deliver “fresh and enjoyable travel experiences,” according to the carrier’s five-year plan. JAL wants to enhance its brand as a high quality, full-service airline with a comprehensive international and domestic network, superior products and a high level of services at all customer touch points, and the most reliable safety record in flight operations.
Through 2016, Japan Airlines is upgrading its fleet by ordering 20 new Boeing 787-9 jets for medium and long-haul international flights. JAL’s purchase order of the Dreamliner now stands at 25 firm orders for the 787-8, and 20 of the 787-9 with options for 20 additional 787-9s. The airline is expanding its international route system with service to Helsinki, San Diego and Boston and is focusing on the growth markets in Southeast Asia with added flights to Singapore and New Dehli. Helsinki is the hub of oneworld alliance partner Finnair and JAL plans to offer more service to European cities via its new fights to Helsinki that connect to Finnair’s Europe at the Helsinki hub.
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