ANA and Hilton
All Nippon Airways (ANA) (NH) and Hilton Worldwide strike a new partnership to work on special themed menus at ANA’s lounges and onboard selected flights.
Titled “Experience More”, the first phase of the partnership will run between June 1 to August 31, 2015. Hilton will create a Hawaiian themed menu at ANA’s lounges at Tokyo Haneda Airport (HND) and Tokyo Narita Airport (HRT). The menu will also be extended on board flights between the Tokyo airports to Honolulu International Airport (HNL).
From the press release, here is a list of items passengers would enjoy at the lounge and onboard.
- The travelers’ journeys begin following the check-in at the airport, as they enter the ANA lounges in Haneda or Narita airport in Japan
- Guests will be delighted with the lounge menu offerings, which were specially created by chefs at Hilton Hawaiian Village Waikiki Beach Resort and promise an authentic taste of Hawaii
- As they relax and enjoy phenomenal food offerings, guests can also view a destination video on Hawaii, which will be played on the TV screens in the lounges, providing inspiration for their next vacation.
- Travelers, in both the economy and business classes, on all ANA flights between Tokyo and Honolulu can look forward to Hawaiian-inspired menus exclusively designed by chefs at Hilton Hawaiian Village Waikiki Beach Resort.
- Passengers can sit back, relax and enjoy a 30-minute Hawaii destination video.
- Guests may also take a copy of a mini guidebook which was specially-commissioned for this partnership, and which features recommendations for sightseeing and food, as well as an introduction to Hilton Hawaiian Village Waikiki Beach Resort.
The partnership will last until 2017 with Hawaii chosen as the first destination due to the its popularity with Japanese tourists during the summer.
On any given day, there are up to 12 non-stop flights from both Tokyo airports to Honolulu.
ANA uses Boeing 767s on both of its non-stop flights between both destinations featuring a regional business class product (35 seats) with a recliner or angled-flat seat design and up to 175 economy class seats. Entertainment system has Audio Video On Demand capacities and there is inflight power available via AC / USB power ports for all passengers in selected aircrafts (AC power port for older generation aircrafts for business class passengers only).
This new partnership brings ANA to the forefront in branding and marketing its Hawaiian service against its competitors. In particular, Japanese passengers like to see personal touches on products.
Expect phase 2 to also include flights from Osaka-Itami International Airport (ITM). Additionally, given the length of the partnership, both companies may also be exploring other opportunities including reciprocal elite member privileges similar to Starwood Preferred Guest (SPG) and Delta Air Lines (DL).
Although ANA is the largest Japanese airlines by movements, passengers and flights, it does not have the same public awareness as Japan Airlines (JL) outside of Japan. As such, the airline has been building new ties to bring itself to the front of passengers’ awareness. This included signing a five year agreement with LucasArts to cross promote Star Wars (refer to our coverage here).
With budget constraints, many airlines have not spent as much on marketing leisure routes with destination personalized offerings. ANA is upping the ante with this new arrangement which would bring new customers to the airline if prices are similar to its competitors. As such, these airlines (especially Japan Airlines) should determine their business case and form new partnerships.
This is a great way for Hilton to bring more passengers into the hotel chain. Cross promotion can be made in displays through out ANA’s lounges in Tokyo as well as on the inflight entertainment systems on board the selected flights.
This is the first of its kind partnership between an airline and hotel chain. They can find more synergy by working together on thematic marketing and product tie-ins. It is exciting to review the fruit of their labors.