Transavia marks new chapter


Transavia aims to be the most affordable and accessible airline in Europe. That is why the company is presenting today a new brand identity and ambitious goals for the future. Hospitality, service and digital services are focal areas in the goal to grow to 10 million leisure and business passengers a year.

Strategic choices
Transavia does not sit back and watch, but has always kept up with the times over the last fifty years. “We are continuing to build on our past successes, on the best of our DNA,” explains Managing Director Mattijs ten Brink. “To that we are adding new elements and, consequently, we are embarking on a new chapter. These changes are a result of feedback from our employees and customers. We have made a number of clear choices and fine-tuned our strategy for coming years.”

  • Transavia aims to be the leading affordable and accessible airline, one that sets the tone in hospitality, service and digital services. Our passengers are the focus of everything we do and we are going the extra mile to continue serving them as optimally as possible. Everyone is welcome at Transavia. We make no distinction on board and treat all passengers equally.

  • The level of customer service offered by Transavia deserves a wider audience. Business travellers are increasingly opting for more affordable flights. That is why we no longer focus on holidaymakers alone, but also on business travellers.

  • We need to increase our presence where our passengers are found, not only physically at the check-in counter and during the flight, but also online. So we are optimising our digital customer journey and working on a new digital platform.
  • We are the only low-cost airline that continues to focus on tour operators. This means developing new products together with our partners, both now and in the future.

  • We recognise the importance of our employees and continue to invest in the employee experience. This will enable them to successfully express the Transavia feel and story.

  • We want to be accessible in every way, from ticket prices to airport locations. We know what our passengers expect of us and that sometimes simply equates to a lower ticket price. To continue to offer such low prices, we need to increase the efficiency of our own costs. That means reducing expenditure and further streamlining our processes.

  • Concrete goals
    The aim of these clear choices is for the airline to once again be profitable from 2017 onwards. “But our ambitions do not stop there,” explains Mattijs ten Brink. “Our long-term goal is to grow to 10 million passengers and earn a turnover of 1 billion euros a year. That means increasing our fleet to
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    forty aircraft. This is necessary to maintain our position as the leading point-to-point airline in Europe. Add to that our goals for Transavia in France and we can double these figures.”

    New brand identity

    Transavia aims to play a leading role when it comes to hospitality, service, digitalisation and new products. To also show this change visually, the company is presenting a new brand identity and house style today. Once again, Transavia is building on past success. What will remain the same are the colour green, the round shapes and the letter ‘T’. New elements will be added to these, such as icons and new colours. Together they form the basis of the new message that Transavia aims to express: "It’s a pleasure". Hospitality and service are the focus of everything the airline does, not only online, but also at the check-in counter and in the air. The logo and icons have been designed to be appealing and easily understood in any language. They are also easy to use in all types of media communications, both online and offline. And since a digital presence has become matter of course, is being renamed "simply" Transavia.

    Incidentally, this does not mean that the new house style can be admired everywhere from day one. “We are making the change in an efficient and cost-effective manner. Our aircraft, for instance, will not be adorned with the new house style until they are scheduled for respraying,” says Commercial Director Roy Scheerder. “The first rebranded aircraft will be taking to the skies today, 26 January. What also makes this milestone unique is that we will be adorning all of our aircraft with large icons underneath, with a different message for each plane. We have opted for icons because they are intercultural. They appeal and are understood by people regardless of where they live or what language they speak. I am also pleased that our passengers will now be welcomed next to the entrance door with a sign saying "welcome" in all languages spoken in the countries we fly to. This lets us address each passenger individually, which is also part of the high hospitality standard we are pursuing.”

    Starting next month, the first real changes will be visible on the website. The new international Transavia website will be going live in both the Netherlands and France, and the whole world can see how our digital services have been further optimised for enhanced customer convenience.

    Change is necessary

    In the words of Darwin: "It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change." The aviation sector is experiencing turbulent years. Passenger preferences and expectations are changing. Global trends force airlines to adapt to a new reality. “So we do not view this rebranding operation as an expense, but as an investment, one that is necessary to achieve our important goals for the future,” says Ten Brink.

    Global aviation trends
    Transavia sees tremendous changes taking place in the aviation sector, changes that the organisation cannot ignore and that have inspired the rebranding announced today. A few trends that have an impact:
    • Global traveller
      The world is globalising and the number of movements - both leisure and business - is increasing rapidly as a result. Moreover, business travellers often opt for more affordable alternatives.
    • The hybrid consumer
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      Consumers want low prices combined with quality or deliberately choose a more expensive premium alternative.
    • Value for money
      Transparent prices result in greater consumer awareness. Customers pay attention to the price to value ratio more than ever before. Consumer expectations are also based on the best that the industry has to offer.
    • Optimal (online) experience
      Consumers are buying their tickets online and using a mobile device increasingly more. They expect that process to go parallel with the best service, hospitality and a high degree of convenience.
    • Fuel prices
      In spite of the current low oil prices, fuel will continue to be an uncertain factor for airlines in coming years. This puts ticket prices under pressure and reduces margins.
    Rich history
    The future is all-important at Transavia. But, naturally, the company is also proud of its past achievements.
    • Transavia was founded fifty years ago.
    • The first commercial flight was operated on 16 November 1966.
    • This made Transavia one of the first airlines to offer comfortable travel to everyone.
    • Transavia was one of the first .com airlines and for years, has ranked among the most successful web shops in the Netherlands in sales numbers. Consumers have repeatedly proclaimed the best airline ticket website.
    • Last year Transavia was proclaimed the best low cost and best charter airline for the sixth year in a row by the Dutch travel world.
    • Nine out of ten passengers say that flying with Transavia is very pleasant.