The union representing Air France flight attendants has published details of an upcoming trial that the SkyTeam carrier will be running to examine service changes in short-haul economy. This initiative was first reported in September 2024, marking a notable development in the airline’s service model. Air France has launched a Buy on Board (BoB) trial on select short- and medium-haul routes, signalling a potential shift in its in-flight catering model. Running from January to July 2025, this initiative is being tested on flights between Paris Charles de Gaulle and both Helsinki and Lisbon. While some European carriers have long embraced BoB, Air France’s move represents a significant departure from its traditional model of offering complimentary snacks and beverages.
A New Approach to In-Flight Catering
Under the trial, economy passengers will continue to receive a complimentary beverage—tea, coffee, or water—alongside a small sweet snack. However, those seeking more substantial meals will need to purchase items from an à la carte menu. This expanded selection of hot and cold meals can be pre-ordered during booking or purchased onboard, subject to availability.
This shift aligns Air France with a growing industry trend of providing customisable, pay-as-you-go in-flight dining. The airline’s goal is to reduce food waste while giving passengers more control over their meal choices. This is especially relevant as airlines grapple with sustainability concerns and evolving customer expectations.
A Growing Trend Across European Airlines
Air France is not the first to experiment with BoB. British Airways implemented a similar model on short-haul flights, partnering with Marks & Spencer before later revamping its approach. Lufthansa Group carriers have also expanded their paid catering options, with Swiss and Austrian Airlines offering premium BoB menus. Meanwhile, low-cost carriers such as easyJet and Ryanair have built their entire service model around onboard sales.
Despite these trends, full-service legacy airlines have approached BoB with caution, as it challenges long-standing customer expectations. Air France’s move suggests a willingness to test new revenue streams while still maintaining a base level of complimentary service.
Industry Implications: A Move Towards Personalisation
This trial underscores a broader shift in airline service models towards greater flexibility and personalisation. With increased digitalisation, airlines are leveraging pre-order systems to tailor catering more precisely to passenger demand. At the same time, reducing waste aligns with global sustainability goals—an area where airlines face increasing regulatory and consumer pressure.
If the trial proves successful, Air France may expand BoB across more European routes. This could influence other legacy carriers to follow suit, further blurring the lines between full-service and hybrid airline models.
The Future of Buy on Board at Air France
For now, business class passengers and long-haul flights remain unaffected. However, if Air France sees positive customer response and operational efficiency gains, a broader rollout of BoB could be on the horizon. This would mark a significant evolution for the airline, balancing cost management with customer satisfaction.
The next six months will determine whether Air France embraces Buy on Board permanently or refines its approach. What is clear, however, is that the airline industry is rapidly evolving to meet new economic realities and shifting passenger preferences.
