A New Airline's Quirky Search for Customers
Is Eos a Viable Business Model?
April 4, 2006: Vol. 2, Issue No. 26
IN THE NEWS
Eos offers first-timers reduced fares, money-back guarantee
Eos, the new airline offering premium-only service between London (Stansted) and New York (Kennedy), is offering reduced fares and a money-back guarantee to certain British Airways and Virgin Atlantic business travelers willing to try Eos for the first time.
—Travel Weekly Daily Bulletin, March 29, 2006
IKEA billionaire founder proud to be frugal
Kamprad always flies economy, drives 15-year-old car
GENEVA—IKEA founder Ingvar Kamprad, ranked 4th richest man in the world, drives a 15-year-old car and always flies economy class, in part to inspire his 90,000 employees worldwide to see the virtue of frugality.
—Reuters, March 27, 2006
A Money-Back Guarantee for Business Class Flyers of British Airways and Virgin Atlantic.
Fly A Better Business Class Service To London With Lower Everyday Fares.*
Dear Business Class Flyer,
Maybe you think you're flying the best business class to London. But we're willing to bet you're wrong. Eos, our all-premium class airline is designed to be better. And if after flying with us you disagree, we will give you your money back.
This was the start of a full-page advertisement that ran in The New York Times and The Wall Street Journal on March 29, 2006.
After 45 years of marketing everything from books to travel to pornography, I thought I had seen it all.
This offer—and this business model—stopped me cold.
The great literary critic and cultural historian, Alfred Kazin, once described happiness as settling into a seat on a jet airliner with a book, a notebook and a martini.
I agree with Kazin, especially if I'm on a cheap excursion to London where I will be staying in a cheap hotel (clean sheets, hot shower and a lock on the door) and hitting the museums, theatres and restaurants.