The Korea Herald is publishing a series of articles titled Global Brand as part of the first installment of Power Korea. Korea’s success story is a 60-year-old tale written by not one, but many who worked to build one of the world’s most powerful nations from the ashes of war. This Global Brand series is designed to honor those who made this Korean Dream come true. This is the 14th part of the Global Brand series. ― Ed.
Asiana Airlines has a relatively short history of 25 years compared to its archrival, 51-year-old Korean Air. But the airline, a flagship unit of Kumho Asiana Group, says it never feels intimidated and is always open to new challenges.
Asiana, established in February 1988, started its first domestic flights connecting Seoul and Busan in December of the same year. Its first international routes were launched in January 1990 to two Japanese cities, Tokyo and Nagoya.
When the air carrier started business, many international routes to the United States and Europe were dominated by the market leader Korean Air.
The latecomer, however, didn’t hesitate to expand its global operations and focused resources more on short-distance routes, especially to the then-emerging Chinese market.
The strategy proved wise. Based on the extensive networks in China that it has built up for decades, Asiana now offers more routes and better flight schedules than its rivals in the lucrative market.
Another breakthrough came in 2003 when the airline joined the Star Alliance network, the largest alliance of global air carriers.
It was a win-win decision. Asiana has gained an opportunity to expand its global network with the membership, while Star Alliance has also strengthened its foothold in Northeast Asian markets through Asiana.
“Asiana leapt ahead to become a global carrier by joining the Star Alliance network in 2003. We have built a global brand image and expanded our network,” Asiana Airlines CEO Yoon Young-doo said in March while celebrating the 10th anniversary of the membership.
“This has led us to win the ‘Airline of the Year’ honor for four consecutive years from world-renowned airline research groups and magazines. We have become a world-class airline in a short period of time.”
Through its relentless efforts to progress over the past two decades, the air carrier currently operates 80 passenger jets to 71 cities in 23 countries globally.
Distinctive services
Asiana Airlines runs a premium service center that is dedicated exclusively to first- and business-class passengers not just in Korea but also in the United States, China and Japan.
Through the whole process of arrival and departure, a concierge service is offered to individual passengers. They receive more customized services such as preorders of in-flight meals or selection of preferred seats.
Asiana’s VIP lounge at Incheon International Airport is also a very special attraction. Inspired by European galleries and libraries, the lounge buildings embrace a modern and luxurious ambience.
The Dining Hall, in particular, runs a special buffet station that offers dishes, such as beef knuckle soup and grilled eel, that the chefs from the Imperial Palace Seoul hotel cook on the spot.
In 2011, Priority Pass, the world’s largest airport lounge access program, picked the Asiana lounge as the best airport lounge in the Asia-Pacific region.
Asiana passengers are to enjoy such premium services onboard as well.
Last year, the airliner launched two brand-new first-class services, OZ Quadra Smartium and OZ First Suite.
The OZ Quadra Smartium offers distinctive full-flat seats whose staggered layout aims to best protect passengers’ privacy. The OZ First Suite is equipped with a slide-open door, the first of its kind here.
The OZ First Suite, which is based on the concept of “hotel suites transplanted in an air carrier,” also has touch-sensitive “LCD seat function control units” set up in the armrests for easier control of the light and seat adjustment. A “do not disturb” indicator is included into the control unit for more privacy.
Quality in-flight meals are another Asiana specialty.
To offer a unique course menu consisting of Joseon-era dishes, the airline has teamed up with renowned hansik chef and Institute of Korean Royal Cuisine president Han Bok-ryo.
The “healthy ssambab” menu is also gaining positive reviews not just from Korean passengers but also from foreign nationals as it offers grilled beef with about 10 types of fresh lettuce wraps.
Samgyetang, or traditional chicken stew, is another hit item that is served during the summer season to help boost one’s energy.
Social contributions
Asiana Airlines has continued a unique donation program “Change for Good” since February 1994 in cooperation with UNICEF to help children in underprivileged countries.
The program, the first of its kind between UNICEF and an air carrier, encourages passengers onboard to donate their leftover cash after their trips. The accumulated money exceeded 7 billion won last year.
Asiana is also expanding social contribution activities abroad.
In Da Nang, Vietnam, Asiana supported the renovation work of the Hoi An Center for Heritage Management and Preservation and other activities like publishing tourist brochures for the heritage site in Vietnamese, Korean and English.
Since 2010, the company has installed 50 solar-powered light poles near Angkor Wat in Cambodia’s Siem Reap province, some 300 kilometers northwest of Phnom Penh, for the protection of the site and safety of tourists.
More recently, the company carries out diverse activities in China where it is the largest foreign air carrier and operates 30 routes.
From last year, Asiana has set up a friendly alliance with smaller schools in Chinese cities where they operate a local branch, providing study facilities such as PCs and pianos. With seven schools last year, the company plans to establish the partnership with 14 schools by 2014.
Next big leap
Asiana Airlines this year aims to further offer value-added services to its passengers by adopting more cutting-edge, environment-friendly passenger jets and securing and upgrading its in-flight services.
The company plans to introduce six A380 jumbo jets by 2014 and 30 A350XWB next-generation airliners by 2017. The number of planes equipped with the premium OZ Quadra Smartium seats will also increase from the current four to six.
The airline also will revolutionize its management of passenger services with its next-generation customer management platform provided by Amadeus, a technology and distribution firm in the travel and tourism industry.
Asiana poured 60 billion won and about 110 employees into its Altea Customer Management Solution in November this year.
When the adoption is completed, customers can make reservations not just for their flight tickets but also for their hotels and car rental services all at once.
Adding that the refund of purchased tickets would take less than 30 seconds, time for overall services will be drastically reduced, the company said.
Asiana is also working on the construction of a new aircraft hangar at Incheon Airport that is scheduled to be completed in September. Once completed, it will accommodate the nation’s largest aircraft repair facility.
Located on the 62,060-square-meter site at Korea’s main gateway, the hangar can store two jumbo jets such as the A380 and B747 and a smaller plane at the same time.
By Lee Ji-yoon (
jylee@heraldcorp.com)
