ATA Airlines to Introduce Business Class

[UM#1]

This has been mentioned before but it is now offically announced from ATA itself!


ATA Airlines to Introduce Business Class


Fare Cap set at $399 Maximum for Domestic Business Class

INDIANAPOLIS, Feb. 10 /PRNewswire-FirstCall/ -- In an aggressive move to
meet the needs of today's business traveler, ATA (ATA Airlines, Inc.,
Nasdaq: ATAH) today announced a new Business Class initiative that will be
available system-wide by the fourth quarter of 2004.
(Logo: http://www.newscom.com/cgi-bin/prnh/20030929/ATAHLOGO-a )
"Now that more and more business travelers are discovering the real value
of flying ATA, we're going to make an even stronger proposition by offering an
affordable, high value business class option," said George Mikelsons, ATA's
Chief Executive Officer. "We have been preparing for the introduction of
Business Class for some time. It's a natural evolution as we build on our 31-
year history of providing better value for our customers than our competition.
"ATA is a very different airline from the one that began operations more
than 30 years ago. While our initial emphasis was on the leisure market, our
recent growth has been focused on building a coast-to-coast network serving a
combination of the most popular business as well as leisure markets -- both
with convenient schedules and accessible low fares."
Mikelsons added, "Our move to build a more robust company and one ready
for long term success included the acquisition of a state-of-the-art-fleet
providing our customers with on-time performance and comfort they deserve. We
invested in customer-focused technology to make the travel experience easier,
including Web, self-service kiosks and curbside check in. We've introduced
Travel Awards, one of the easiest and most robust frequent flyer programs
available anywhere. Our Business Class initiative is our most recent
statement of ATA's transformation to an airline that is fully competitive,
well-positioned for the future and in touch with our customers' needs."
John Happ, ATA's Senior Vice President of Marketing and Sales said, "We
will continue to move forward with ambitious plans for the future. By meeting
the needs of our customers, we've created a very competitive company, and
adding Business Class is no exception."
In addition to extensive customer research, ATA employed Sabre Airline
Solutions to support the product analysis and to help shape the Business Class
business plan.
"Sabre's work helped to validate the financial opportunity associated with
Business Class," said Happ. "Through our research we've found that business
flyers want more options to make their travel experience easier. Results from
these in-depth customer research programs indicated a high level of interest
in an affordable Business Class option that would provide more room to work or
to relax. We're responding to that feedback by providing a straightforward
Business Class product at a very reasonable price."
ATA's Business Class will include travel elements that are valued most by
frequent travelers -- two-by-two luxurious leather seating, more comfort and
legroom, priority boarding and pricing consistent with ATA's heritage of
everyday value including a cap of $399*(one way) for travel anywhere in the
domestic U.S. In addition, attractively priced day-of-departure upgrades will
be available. Business Class passengers will also enjoy complimentary in-
flight entertainment and beverages. The Company also noted a customer-
oriented policy that is different from any other. Unlike most airlines, ATA
employees will not have access to Business Class accommodations.
Mikelsons noted, "This policy further demonstrates how ATA is an 'honestly
different' airline."
Happ concluded, "ATA is one of those airlines that is open minded, yet
very focused on our goal to make the entire travel experience affordable and
easier for our customers. We're flexible in our approach, and we'll do
whatever it takes to win more of them. Our Business Class initiative is an
example of this thinking, and it helps to differentiate ATA from other value-
based carriers who do not provide a Business Class option."
ATA's Boeing 737-800 and 757-300 aircraft currently feature all-leather
seats, adjustable headrests, large overhead bins and the latest in digital in-
flight audio/video systems. From multiple music channels to That 70's Show
and The George Lopez Show, the aircraft are full of entertainment options
including movies on transcontinental flights. Now celebrating 31 years of
operation, ATA is the nation's 10th largest passenger carrier based on revenue
passenger miles. The airline operates significant scheduled service from
Chicago-Midway, Hawaii, Indianapolis, New York and San Francisco to over 40
business and vacation destinations. Stock of the Company's parent company,
ATA Holdings Corp., is traded on the Nasdaq Stock Market under the symbol
"ATAH." For more information about the Company, visit the website at
http://www.ata.com .

 

[T-Bags]

"The Company also noted a customer-
oriented policy that is different from any other. Unlike most airlines, ATA
employees will not have access to Business Class accommodations.
Mikelsons noted, "This policy further demonstrates how ATA is an 'honestly
different' airline.""

Wow, "our employees are scum of the earth and don't ever merit an open business class seat" An "Honestly different airline"..... You guys must be proud.

 

[Pickle]

T-bags:

I believe that the reason for this is because nobody paying for business class wants to have to listen to a bunch of whining complaining non-revvers the whole way from wherever to wherever. How many times have you been in business class or first class on other carriers where there were lots of company non-revvers going on and on about how the compnay is doing this wrong or that wrong or so and so is sleeping with this one and that one etc etc etc. You think that someone paying for business class wants to hear that??

Having said that, I am sure that once the door is closed, there may be some seat re-arranging.

 

[T-Bags]

"or so and so is sleeping with this one and that one etc etc etc."

Sounds like free entertainment.....

This idea has been tossed around at other airlines. It really strikes of a "employees are scum" attitude. Who would you rather have in a FC seat, a tank top wearing, hairy back, assh0le who ponied up $25 bucks at the gate for the free booze, or an employee (pilot and family) who are well dressed and know how to act in public? Will the "no employees" policy apply to the companies executives?

 

[UM#1]

Who would you rather have in a FC seat, a tank top wearing, hairy back, assh0le who ponied up $25 bucks at the gate for the free booze, or an employee (pilot and family) who are well dressed and know how to act in public? Will the "no employees" policy apply to the companies executives?

I've jumpseated on many airlines and have gotten a seat with the other first class full of non-revs, many were like the hairy back asshole talking chit about the company and so forth, only now and then do you see a nicely dressed non-rev with manners, in fact I worked for Delta for 3 years (gate n ramp) and many of the employees were so spoiled from getting first that they expected it every time and would be pissed if they didn't get it. In case you forgot ATA is in the business of flying "paying" people and making money so our paychecks won't bounce. We aren't putting in first class so the non-revs can have a better seat to their vacation, but to capitalize and make money on it like Airtran and AWA have done. None of the employees I've talked to feel like the company is treating them like "scum" because of this, infact we are glad the company is taking steps to keep us in the Big LCC Game. Heck flying in the back isn't bad anyway with the leather seats and IFE, unlike being stuck in the back of an old MD80,73(-2,3,5), or dc9. As far as the pilots are concerned we just wanna make sure jumpseaters can still ride if coach is full but there's an open seat in biz, since we have one of the best jumpseat policies I'm sure that won't be a problem. Sorry it bothers you, but just make sure not to apply so you won't have to deal with being "scum" while being one of the best paid pilots in the industry....

 

[Dave Benjamin]

So if the coach section is full will they leave the nonrevs behind at the gate when there are seats available in business class? Great. Will this policy apply to non-revs from other companies or just ATA? This is bad policy. ATA employees may experience some backlash as other carriers move to deny them first or business class accomodations. There will also be fewer seats for commuters if the policy is extended to OAL j/s'rs.

I hope the ATA MEC voices some opposition.

 

[SaabStory]

"...or an employee (pilot and family) who are well dressed and know how to act in public?"

And therein lies the rub...

Fly for Free=sit in the back & shut your cake hole.

 

[MedFlyer]

So if the coach section is full will they leave the nonrevs behind at the gate when there are seats available in business class?

Bump a few of the paying coach passengers into business (operational upgrade), then the employees can have the coach seats. While I agree that this policy sucks, it does make sense from a customer service perspective. Without those paying customers your perks will be pretty meaningless since you won't have an airline to work for at all.

 

[furloughfodder]

Role Reversal

And so the morphing begins....first AirTran, then ATA, next jetBlue....SWA?

It will be interesting to watch as the LCC's cost structure starts to go up as they try to target business pax instead of Aunt Betty who travels to Florida once a year to visit Granny.

Will they have the same problems as the Majors in a few years time?

 

[Pickle]

furloughfodder said: "And so the morphing begins..... It will be interesting to watch as the LCC's cost structure starts to go up as they try to target business pax"

First of all, Air Tran has had biz class for several years now, and America West is a LCC with a first class section. It seems to work well for them.

Second, you could say that Virgin Atlantic is an international LCC, they have "Upper Class". Seems to work well for them.

Third, on ATA the highest price charged for a biz class fare will be $399 one way, so you can walk up last minute and go coast to coast and back for $798.

The number of seats has to be reduced due to the higher weights the FAA is putting out, so may as well do something good with the seats you can have.