McDonalds discovered it decades ago, and now Australian airlines are jumping onboard with their very own sky high versions of the ‘Happy Meal’.
No, we’re not talking about cheeseburger and fries with little toys, but rather new marketing and inflight entertainment tools designed to directly attract young flyers.
The trend started in March this year, when Bound Round research found young flyers – particularly toddlers and tweens – play an important (and large) role in the travel decision making process.
That’s right, they’re no longer just being dragged on holiday vacations, they are sitting down with the family and are actively involved in selecting destinations, transportation and accommodation that suits them.
Noticing their growing involvement, Virgin revealed in April this year that it had teamed up with Bound Round to introduce inflight content made by kids for kids.
The 30 new destination and attraction videos were made available during Virgin Australia flights last month and sees new content added every four weeks.
Each video created is designed to offer young travellers educational travel content in a fun and engaging way. Read on
Over at the Flying Kangaroo, Qantas launched ‘The Joey Club’ this weekend, with the help of successful children’s entertainment group ‘The Wiggles’.
The program recognises Qantas’ youngest customers and aims to create memorable and engaging travel experiences for them through specialised onboard food and entertainment.
Qantas recruits ‘The Wiggles’ to launch ‘The Joey Club’.
According to the airline, children are currently the fastest growing segment of the Qantas Frequent Flyer membership base, with some parents signing up their children from birth.
Qantas Group Executive, Brand, Marketing and Corporate Affairs Olivia Wirth said the airline has always had initiatives in place, but the airline is now looking to take the ‘Joey Club’ to the next level.
“[It’s] a formal program and a number of new benefits that will make flying with Qantas more fun for kids.”
Olivia Wirth, Qantas Group Executive, Brand, Marketing and Corporate Affairs
As part of the Joey Club, young flyers will receive a novelty passport for new Australian-based Frequent Flyer members (aged 3-10 years old) where they can record details of their flight; special dedicated kids menus in domestic lounges, including made to order sandwiches in animal shapes, fresh fruit and snacks such as popcorn and sultanas; and there will be larger investment in the children’s inflight entertainment channels.
