"First of all, we want to offer our flights at an affordable price, but that's not all that our customers need. We want our customers to be satisfied with the price. As times change and needs change, we want to provide our customers with an affordable flight experience by allowing them to purchase the services they need in combination, without compromising on what they really need."
Masahiro Nishiyama of JAL's new LCC, ZIPAIR, speaks enthusiastically. LCC stands for low-cost carrier, and compared to full-service carriers, you might imagine that they offer cheaper fares by lowering the quality of their aircraft and services, but ZIPAIR is a little different.
Choose the services you want and enjoy your trip to the fullest.
"We lease the aircraft from JAL and outsource the maintenance to JAL, so we are confident that we can provide the same safety and security as before. At the same time, our services are basically on-demand. Our in-flight meals range from cup ramen to unaju, so we can accommodate everyone from those who don't need meals to those who want to enjoy a slightly more luxurious trip. Specifically, the basic fare is the fare for travel only, and for a trip from Narita to Honolulu, it starts from 19,800 yen per adult. If you want to check in baggage, it will cost an additional 4,500 yen. In-flight meals are available from 1,100 yen, and seat selection is an optional fee. In other words, you can combine the services you want."
We also considered the "impression" that customers would have when they thought of our company. Until now, LCCs have tended to use pop color schemes to present their low prices, but ZIPAIR has adopted the more subdued colors of "Trust Green" and "Harmony Gray" as its base colors.
"Together with our brand partner, SIX Co., Ltd., we considered what kind of airline we wanted to be. The concept was one that would satisfy customers, a feeling of 'just right.' From there we decided on the logo and other details."
This sense of just the right amount is also apparent in the services we provide. The cabin is unified in monochrome, creating a chic impression.
An in-flight space comparable to that of a full-service carrier and unique services
"We also offer comprehensive functionality. We use the latest Boeing 787 aircraft, with seat pitch that meets the international standards of full-service carriers, providing seats suitable for medium- to long-distance travel. For customers who want to travel a little more luxuriously, we also offer a business class with fully flat seats."
Furthermore, we have achieved facilities that are comparable to those of full-service carriers, such as the first lavatories equipped with shower toilets among LCCs, while also optimizing costs.
"The biggest feature is that there are no displays on each seat. This has the advantage of reducing weight, lowering procurement costs, and providing more legroom. However, this means we cannot provide entertainment or information to our customers. That's why we provide free in-flight Wi-Fi, so that passengers can enjoy movies and other content on their smartphones or tablets."
All seats are equipped with tablet holders so that you can use your own device as a display. You can order food and drinks from your seat and make payments on the spot.
"I think that customers who choose LCCs are those who choose airlines based on their own values, and are often experienced travelers. Many of these people have smartphones or tablets, so we made this possible. If you order by smartphone, the service time for in-flight meals will be displayed even during peak hours. We have designed the in-flight service so that it can be completed with just a smartphone."
The impact of the spread of infection just before the launch of the service
By incorporating these concepts, ZIPAIR was preparing to launch a route to Bangkok on May 14, 2020. However, due to the ongoing spread of the coronavirus and the issuance of a state of emergency declaration, the decision was made to postpone the launch of the route.
"We had already received the aircraft, and all the people and materials were ready. We thought we couldn't change the start line even if there were fewer customers, but we decided to postpone for the safety of our customers."
After that, on June 3rd, ZIPAIR started operating as a cargo flight. During the approximately three-week hiatus, a decision was made within the company.
"We were thinking about passenger flights, so to be honest, we didn't consider cargo flights at first. However, when our company president saw an attempt by a local sake brewery to convert drinking alcohol into disinfectant, he thought that we could do something for society. When passenger flights are suspended, air logistics also stops. In a situation where people cannot transport the cargo they want to transport, by operating ZIPAIR, we can contribute to society in some small way and start a business. So we decided to start a cargo flight."
We currently operate three routes while paying the utmost attention to safety and security.
Passenger flights began about five months later, on October 16th. It debuted as the only passenger flight at the time of launch, connecting Narita and Seoul (Incheon).
"When I'm at Narita, I can see in real time how many passengers are using international flights. In the early stages of the spread of the infection, there were hardly any passengers, but around summer, we started to see more and more people. We realized that there was a certain amount of demand, including passengers who had to return home. There is already a lot of traffic on flights to South Korea. With Japanese airlines suspending operations, we thought it would be meaningful to connect Narita and South Korea."
After that, passenger flights between Narita and Bangkok were launched on October 28, and between Narita and Honolulu on December 19. We are currently operating our flights while paying close attention to the safety and security of our customers.
"Like South Korea, Hawaii has close ties with Japan, and with demand for daily life on the rise, we thought about how we could be of service to our customers and decided to operate flights. In addition, we are taking almost the same measures as JAL in terms of infection prevention, such as requiring passengers to wear masks and distributing disinfectant wipes. We are also taking full advantage of the contactless, cashless environment, where in-flight services can be completed with just a smartphone, and are taking all possible precautions."
Enjoy a new and satisfying flight experience that suits you with ZIPAIR
Although ZIPAIR has only just started, it currently operates three international routes, striking a balance between the high quality inherited from JAL and reasonable prices.
"By continuing to operate even in these circumstances, people will know that ZIPAIR is flying, and we cannot just sit back and do nothing. We believe that there is meaning in making progress, even if only a little. While continuing our business, we are steadily preparing for our next step. We would like to accomplish our mission of filling the gap for LCCs in the area of medium- to long-haul flights, while understanding customer needs from different angles."
ZIPAIR's role is to offer a different perspective to flights offered by full-service carriers, such as to the West Coast of North America. Why not add this new airline to your options? We're sure you'll have a satisfying, personalized travel experience.
We'll take you behind the scenes of JAL's work, including inside stories on the introduction of the A350 and the development of in-flight meal menus.
The contents published are accurate at the time of publication and are subject to change.
