South Korea: Budget airlines upgrade in-flight services, diversify routes

Amid fierce competition, South Korean low-cost carriers are seeking to attract more passengers by upgrading their in-flight services and diversifying routes. They had previously focused on no-frills cheap flights without meals and entertainment. But in early October, Air Seoul -- under the country’s No. 2 full-service carrier Asiana Airlines -- began offering in-flight movies, in a first for a low-cost carrier here. The LCC operates the Airbus 321-200, which has personal screens for each seat, unlike the Boeing 737-800 aircraft used by most budget airlines. The in-flight movies are available to passengers flying medium-haul routes, such as to China, Southeast Asia and Guam. Comic or sports clips are offered on short-haul flights, such as those to Japanese cities. Meanwhile, LCCs are also diversifying flights after the nationwide boycott of trips to Japan severely hit the domestic industry. To replace Japanese destinations, budget airlines have added flights to China and Southeast Asian cities, such as popular holiday destinations in Vietnam like Danang and Phu Quoc. “Unlike in the past, when LCCs mainly competed with lower ticket price deals, the rivalry now centers on differentiated in-flight services and other perks for passengers, such as establishing a passenger lounge at the departure terminal,” said an industry insider who works at a domestic LCC. “Sales strategies will continue to shift toward offering premium and luxury services for consumers,” he added.<br/>