Sabena - Air Promenades

January, 1989

Sabena and Municipal Credit (bank) jointly launch 'Air Promenades'.

Business people travel predominantly during the week. As a result, the percentage of unoccupied seats can assume large proportions mainly during weekends. The establishment of "Air Promenades" will attempt to fill these empty seats, albeit at very low rates. This initiative is an excellent propaganda tool for Sabena to attract a whole new customer potential.

Last year, Sabena carried 2.3 million passengers. Supposedly, more than half of these were foreign nationals. It is generally assumed that in Belgium only 10-15% of the population takes the plane once or more a year. On European connections, the average occupancy coefficient fluctuates around 58 % which means that for every 100 seats, an average of 42 (!) always remain unoccupied. These two factors, together with the Municipal Credit, prompted Sabena to change this situation.

The "Air Promenade ticket" is offered on a number of available seats on the inter-European Sabena network but only on Saturdays or Sundays. For a return flight, a flat rate of €75 is charged for adults, €50 for children under 12. The airport tax of €7,50 is included in this fare, as well as beverages, snacks and/or meals.

The destinations are all located in Europe, i.e. mostly in EC countries, eliminating passport and visa difficulties. Possible destinations currently include Barcelona, Copenhagen, Geneva, Gothenburg, London, Madrid, Malaga, Manchester, Milan, Munich, Nice, Rome, Stockholm, Stuttgart and Zurich.

However, passengers cannot leave the airport at destination. After all, the return flight is on the same aircraft, usually one hour after arrival. However, the possibility is offered to "shop" tax-free both in Brussels airport (Zaventem) and in the destination airport.

Moreover, this improved form of maiden flight is at the same time a surprise trip because the final destination is only revealed at the time of "check-in". The prospective passenger can apply for these "Air Promenades" in one of the offices of the Municipal Credit spread throughout Belgium. He only has to specify whether he wants to fly on Saturday or Sunday. With the bank's receipt, he can then present himself at Brussels airport (Zaventem) where he will be met at a special embarkation desk, given his boarding pass along with the return ticket as well as a badge so that he can be recognised if necessary.

To qualify for a "far trip", it is recommended to arrive at the airport in the morning around 7 am, but the possibility of an afternoon flight around noon is also offered. Families are of course always placed on the same flight. For larger groups, schools or clubs, this guarantee cannot be given because everything depends on the number of seats available.

The initiative according to Sabena, seems to be greatly appreciated by the public.

[Ben-xeps]

A very interesting concept. BEF3000 is around (Jan 1989 exchange rate) GBP45. This was an interesting day out and compared to an alternative day out not outrageously expensive. In those days passengers travelling within the EU (although I note this flight was to Switzerland and therefore to a destination outside the EU) would still have had access to duty free shops and could make duty free purchases. Remember smoking was much more common then so some duty free cigarettes and alcohol would have been a further saving from the trip. Some complimentary catering would also have been provided although probably not a full meal on BRU-GVA.

[MEATYOKERRable]

They were STILL shooting things on film in the 1980's? I mean it looks better than the video cameras of that era, but kind of retro yeah?