Hang on, an airline just for millennials?

Hannah Edensor

Yes, you read that right. The French national carrier, Air France, has launched a new airline that will cater to those aged between 18 and 35.

The airline, Joon, will start operating medium-haul flights from Paris-Charles de Gaulle this autumn, followed by long-haul flights in summer 2018.

Joon is especially aimed at a young working clientele, the millennials whose lifestyles revolve around digital technology.

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According to Air France, the new brand has been “entirely designed to meet their requirements and aspirations, with an authentic and connected offering that stands out in the world of air transport”.

Joon, while not being a budget airline, says it has cut operating costs on these flights through a number of avenues, meaning airfares could end up cheaper anyway.

But, it promises to still offer original products and services that reflect those of Air France.

According to a release from Joon, the airline is “a lifestyle brand and a state of mind.

“Short, punchy and international, the name Joon is designed to address a worldwide audience.

Flight attendants will wear fun, youthful clothing that’s less formal than traditional hosties. The colour scheme is an electric blue, with sneakers and funky designs.

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“We started with our target customer segment, the millennials, to create this new brand that means something to them,” said Caroline Fontaine, VP Brand at Air France.

“Our brief was simple: to find a name to illustrate a positive state of mind.

“This generation has inspired us a lot: epicurean and connected, they are opportunistic in a positive sense of the word as they know how to enjoy every moment and are in search of quality experiences that they want to share with others. Joon is a brand that carries these values.

“With Joon, we have created a young and connected brand that will give the Group a new impetus,” added Dominique Wood, EVP Brand and Communications at Air France.

“Designed for our millennial customers, it will offer more than just a flight and a fare, it will offer a global travel experience.”

Further updates on the brand’s content, products, services, destinations and range of fares will come in September.

In the Air France-KLM Group’s brand portfolio, Joon is Air France’s “complementary younger sister”, which will still aim to inspire its customers to travel with its elder sibling.


This new airline will be managed by Jean-Michel Mathieu, CEO of Joon. As such, he will join the Air France Executive Committee.

Franck Terner, CEO of Air France, commented, “The creation of a new airline is a historic moment in many ways. Joon is another step in the deployment of the Trust Together strategic project.

“Its creation will improve the profitability of the Air France Group, enabling it to reduce its costs and ensure the sustainability of its business model. Jean-Michel Mathieu, who has taken part in the development of this new airline since the start, today becomes its CEO.

“With all the Group’s teams, we are concentrating our energy on the successful launch of Joon.”

Check out a video sneak peek here: