ANA to monetize business class perks with ‘MyChoice’ program


All Nippon Airways (ANA) has introduced a new ancillary revenue program, called ‘MyChoice’. The idea behind ‘ANA My Choice’ is to offer Economy passengers paid access to services that were previously only available to business class passengers. The program starts on December 1 with a limited number of paid-for services and ANA says it will introduce more services during 2010. 

On the ground, ANA Economy passengers can purchase access to ANA’s airport lounge at Haneda for JP¥5,000 (USD55/EUR40).The introductory fee until the end of January 2010 is 4,000 yen. On board, light Business Class meals, such as a rice ball and miso soup set, are available for sale to Economy passengers for JP¥500 (USD5.50/EUR4) until the end of January, then the regular fee is 700 yen. Also, business classs wines and shochu (a strong liquor) will be sold for the introductory price of JP¥800 (USD9/EUR6) per glass (regular fee is 1,000 yen).

ANA says it aims to generate revenues of ¥1 billion (USD11 mln/EUR8 mln) per year with the ‘MyChoice’ program. At the same time, as part of its cost-cutting program, the airline is also suspending the provision of newspapers in economy class.


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