Concept launched: Launch flight January 31, 2023
Elements: Interior design, Comfort, Technology, Catering, CSR, Service/Crew
The idea behind the All Australian Bonza cabin concept was to think outside of the box and to lift the bar for global excellence in the low cost carrier space.
The team challenged the idea that you couldn’t have a five-star quality service for a $50 airfare. It insists that low cost does not mean low quality and its mission is to prove that good value can go hand-in-hand with a great experience. Doing things differently is in the Bonza DNA and its goal was to create a fun, relaxed and convenient service for customers.
Using a digital-first approach the aim was to create a personalised and efficient experience whilst maintaining that essential human touch, and to deliver celebrated all-Australian hospitality. They wanted to weave technology through the entire customer experience and create a genuine experience that represented ‘Allstralia.’
With a vibrantly coloured fleet of brand new Boeing 737-MAX 8 aircraft Bonza launched with the youngest, most technologically advanced and most fuel efficient aircraft in Australia. This was the setting for what is believed to be the world’s first trolley-free LCC cabin, with a truly local-sourced, all-Australian menu. A purpose-designed app supports an all-digital inflight retail ordering, delivery and entertainment, with sustainability baked-in and an engaged crew of ‘Legends’ delivering differently.
Local catering
Bonza claims to be the first airline in the world to offer an entire onboard menu that is 100% sourced from its home country. This wasn’t an easy achievement but the All Aussie Inflight Menu showcases products made by Australian businesses, many making their debut in aviation.
With a ‘think global, support local’ strategy Bonza aims to assist enterprising Aussie businesses to reach new heights. Customers to date have loved the distinctive Australian items like real sourdough lavosh crackers baked by a husband and wife team on the Sunshine Coast, through to the much publicised Bonza Snag in a Bag curated in Caboolture (Aussie ‘snag’ translation: sausage). Also an Aussie first is the non-alcoholic beer. The menu is served on demand with a smile as passengers order whenever they want via the Fly Bonza app.
This all-Aussie approach gives customers a true taste of what Bonza is about – a fair dinkum onboard experience that extends from townships to tray tables.
Vibrant style
Bonza’s vibrant purple aircraft livery is inspired by Australia’s much-loved Jacaranda trees. This creates a fun first impression with purple headrests embossed with the Bonza thumbs up, seats with a standard pitch of 29” for the Pick and Prime seats, up to over 37” in the Stretch and Stretch Plus rows. There are USB ports feature at every seat plus shared power outlets.
Trolley-free
Feedback suggests the Bonza crew is what elevates the customers’ experience and makes passengers feel truly welcome. Known as Legends, crew are selected for their energetic and old-fashioned Aussie friendliness which, together with their robust training, equips them to deliver a warm and genuine customer experience.
With no trolleys in the cabin, there are no barriers to stop the legends interacting with customers, nor blocking passenger access to the bathrooms. By delivering customer orders to their seat, crew have the time and space for genuine interactions with their customers, from advice about our award-winning spirits onboard, to tips on the destinations.
Doing things differently is in Bonza’s DNA and saw it become the first airline globally to introduce a gender-neutral ‘wear it your way’ uniform including aviation’s first-ever custom sneakers. The uniform allows Bonza legends to let their individual personalities shine with various ‘mix and match’ options. This approach was inspired by the recognition that we are all different and that there is joy in embracing difference with a big Bonza thumbs up!
Tech led
Bonza believes it is the first airline globally to take a fully app-first approach and says the Fly Bonza app has been a game changer. It enables customers to have a more bespoke and comfortable inflight experience. The app has empowered passengers to decide what they want to eat and drink and also critically, when they want it served, allowing for a calmer and customised onboard experience, never before seen in the LCC space. Additionally, removing the trolley makes moving around the cabin easier for all. Those without the app can access the menu and IFE via the web browser on their device.
Data from the in-app menu purchases allows Bonza to prepare menu items well in advance to ensure supply meets demand route to route.
Bonza’s BYOD entertainment onboard includes All-Australian comedy, kids and true crime podcasts and there are also self-guided learning videos, games, books, destination content and more.
The Fly Bonza app is also key to Bonza’s sustainability commitments. Its aim is to improve the customer experience whilst reducing the need for paper boarding passes, magazines, menus and other paper items, hence cutting waste and weight.
Support local
Bonza embraces the Australian culture, from the colloquial aircraft names and crew induction team names through to an Acknowledgement of Country prior to arrival at each destination -which shares awareness and respect for local Aboriginal Traditional Owners.
Bonza also recognises the importance of a sustainable future and adopts sustainable practices including reusable cups onboard and a ‘napkins when needed’ approach. The Bonza TURN drink cups collected, washed and reused multiple times have saved, to date, 100,000 single use plastic cups from landfill.
The Bonza team has also worked closely with Australian local businesses to create bespoke packaging solutions that help to reduce waste and weight onboard, cutting fuel consumption.
The inflight menu has had positive impacts across Australia with a number of the chosen food and beverage partners contributing towards charitable causes around the country, from assisting injured turtles, to supporting veterans mental health and creating training and employment opportunities for Aussies who need it most.
The ‘support local’ concept has a ripple effect of customer and community benefits as well as choosing local reduces the carbon footprint from producer to plane.
Bonza’s intention from the get go was to revolutionise Australian aviation by being a creative, comfortable and authentically Australian experience, rethinking all the touchpoints.
‘Purple sky thinking’ meant there were no boundaries. The inflight customer experience team was free to explore and be creative. The executive team trusted them to implement something never done before in aviation, and this created a passion and drive to deliver an Australian LCC experience at its best.
Customers flying with Bonza are often surprised and delighted by what they encounter onboard from the fun and fresh cabin space, the warmth of the Legends, to the freedom of being in control of their own onboard experience through the app.
The team says: “Thinking differently, shaking things up and being first is innovative. Delivering a customisable, warm and genuine customer experience is excellent. Together, they are Bonza!”
