Pivot to Millennials? It Might Work for Airlines

The commoditization of air travel has led to an industry-wide race to the bottom in terms of price, and an uncomfortable place in general for the companies and customers alike. A new airline is unleashing an over-the-top strategy to spark a new emotional connection with a coveted -- and fickle -- demographic.

Joon, the Air France-KLM subsidiary airline that begins operations this week, is on a mission to win over millennials, even hipsters. Its opening argument is a marketing understatement for the ages. Joon introduced itself as "a fashion brand, a rooftop bar, an entertainment channel, a personal assistant" before admitting -- as an afterthought -- that it's "also an airline." The cabin crews' outfits riff on millennials' beloved athletic clothing. The bar serves smoothies. Virtual reality entertainment is available for business class travelers. Even the destinations are hipster favorites: Barcelona, Berlin, Lisbon. Joon checks so many boxes that it's making millennial news sites like Mashable cringe.