Air France has signalled the end for its Joon brand by launching a review of the unit as it looks at integrating the carrier’s employees and aircraft into the wider operation.
The decision follows discussions with employees and customers as well as consultation with trade unions, says the French flag carrier.
While crediting the unit with "many positive impacts" and noting the "passion and dedication" of its staff, Air France acknowledges that the Joon brand was "difficult to understand from the outset for customers, for employees, for markets and for investors".
It adds: "The plurality of brands in the marketplace has created much complexity and unfortunately weakened the power of the Air France brand."
Joon-branded services began in December 2017 with the aim of attracting millennial travellers. Initially operating European routes from Paris Charles de Gaulle, the unit expanded to serve medium- and long-haul destinations.
Its integration would bring "many benefits" from fleet, brand and product harmonisation, Air France argues, highlighting the potential for a "smooth transition" of on-order Airbus A350s thanks to "a more economical cabin configuration".
Joon's flights would be operated by the unit "until the project is completed, and then taken over by Air France", says the SkyTeam member. It describes the simplification of the brand portfolio as "an undeniable asset for our employees, our customers, and indeed all stakeholders".
Air France disclosed the plan to integrate Joon as it confirmed the signing of a new agreement with a trio of cabin-crew unions.
"Working together with SNPNC, UNAC, and UNSA-PNC, we were able to resolve many concerns of our cabin crew, while simultaneously working to align their interests with Air France," states Ben Smith, chief executive of the airline's parent group Air France-KLM.
"With this balanced agreement, I hope to see improved trust and fruitful dialogue between Air France and our employees, as I firmly believe that we must have employee buy-in and support in order to truly become a global leader."