Jet Airways #GetMore, and 20% discount extended till 10 June

We haven't had a chance to write about it so far, but Jet Airways is currently running a campaign called #GetMore, targeted at why flying Jet Airways offers better value than low-fare / low-cost airlines. More about #GetMore in the latter part of this post below, but first, there's a 20% discount offer from Jet, as part of the campaign, valid for bookings by 6 June 8 June 10 June 2016, for travel between 25 June and 30 September 2016. Read more below.

Given the travel period covered by this promotion, it is clear that the discount is aimed at filling up seats that would otherwise go vacant, given that the quarter July-September is perhaps the weakest quarter in Indian aviation. Most airlines run advance sales for travel during this period. Which also means that all sales, including this 20% discount from Jet, will be capacity-controlled.

The sale is valid on one-way and return domestic travel within India, but only on B and W fare classes (which are the lowest fare classes other than group bookings). You can access the sale here.

Here are the T&Cs:

• Up to 20% discount is applicable on base fare in Economy on flights within India operated by Jet Airways
• Applicable on one way and return journey
• Discount is applicable only on direct flights within India
• Tickets must be purchased between Jun 2, 2016 and Jun 10, 2016
• Travel must commence and the entire journey must be completed between Jun 25, 2016 and Sep 30, 2016
• Discount is applicable on select booking classes - B and W
• Date change is permitted at a charge of INR 3,600 per sector
• Tickets purchased under this offer are non-refundable
• Child discount is not permitted
• Jet Airways reserves the right at any time, without prior notice to add, alter, modify, change or vary all or any of these terms and conditions or to replace wholly or in part, the above offer by another offer, whether similar to above offer or not, or to withdraw it altogether

The #GetMore campaign

Airfares in India have tended to find an equilibrium range of a few hundred rupees, between low fare and full service / legacy carriers (except Air India, of course, which chooses to do as it pleases!). Part of the #GetMore campaign is to highlight this specific aspect that you aren't really saving much when flying a low-fare airline. And also the additional benefits that flying Jet gives you.

At the launch event, Colin Neubronner, Senior Vice President, Sales and Marketing, Jet Airways, said that if fares charged between the various domestic airlines are broken down the difference between them is about Rs 200-300 on a one-way ticket.

"But the actual monetary value that Jet Airways provides in terms of the food and beverage that we serve is about $3. For those who are members of our privilege miles programme they get miles on flights whether it is long or short haul which gives an adjusted value of $6. Then there is the lounge (the cost of) which has gone up tremendously. If you add up $3 from the food and $ 6 from the miles and $ 11 from the lounge you save $ 20 which is about Rs 1,300. What our consumer gets is four times of the Rs 200-300 price differential.”

And he's quite on the ball with the estimates. The F&B value of $3 or about Rs 200 is consistent with what you'd pay on a low-fare airline. The lounge value of $11 or Rs 700 is about what you'd pay if you chose SpiceJet's Spice Lounge offering (Rs 600).

Jet Airways is also trying to excite customers by bringing in additional benefits as part of the #GetMore campaign, such as a lucky-dip surprise upgrade to business class if you tweet them your flight details (PNR number). 

Overall, a good campaign by Jet to reposition their service offering in a consolidated manner (particularly after the variety of products they used to run - JetLite comes to mind readily!).