Start-up carrier Global Airlines hosted a welcome event at Kettner’s in Soho House last night, to celebrate the airline’s progress and reveal details of some new partnerships.
During a drinks reception, CEO James Asquith took to the stage to welcome guests and announced that Global Airlines had secured a partnership with American Express, though full details are yet to be revealed.
“[Our team] understands loyalty platforms very well. That’s an area that we are going to push very strongly. One announcement is that we have just agreed an official partnership with American Express to give exclusive perks to American Express cardholders,” said Asquith.
Numerous products for the upcoming amenity kits and onboard F&B products were also on display during the event.
Among these was Waken Mouthcare, a new UK brand launched in 2019 that focuses on sustainability and creating attractive bathroom products.
Products from Margaret Dabbs, a leading brand in beauty treatments for hand and feet, were also on display – with Margaret Dabbs having also recently joined the advisory board for Global Airlines.
In goody bags at the end of the evening, guests received a mock-up of the airline’s amenity kit, which featured an attractive gold hard case that zips up, with navy socks and eye mask inside.
In terms of F&B partnerships, products from Longbottom & Co were on display, as well as cocktails from The Isle of White distillery and Laurent Perrier champagne.
During the evening, Asquith also discussed speculation about the airline’s chances of success.
“Someone left an interesting comment recently that ‘no-one goes and buys A380s randomly, there has to be a plan behind it’ and of course there is.
“There are people that say the transatlantic market is littered with failed carriers – and it absolutely is. Because they all do the same thing. Over the last three and a half decades they’ve competed on price, and it’s a race to the bottom largely. They either do that, or all-premium product across the Atlantic. We’re doing things better and differently and we know what we’re doing.
“Despite what people think in the media the A380 is one of the most efficient wide bodies on the route, and allows for things like first class and social spaces and all the bells and whistles.”
“Do the financials work? This is where the experts online like to make predictions. My background is in aviation finance. On the other side I’ve flown over 200 carriers myself – so that’s a lot of product research. Then in the middle there was the big bit missing and that was the team that’s come onboard that has the experience to bring this across the line.”
The growing advisory board at Global Airlines already features some well-known industry names, including Kevin Billings, former assistant secretary of the US Air Force; former French Air Force fighter pilot and COO at XL Airways Pierre Madrange, and experienced commercial and former military pilot Ian Black; Jacqueline Sutton, former CCO at Rolls Royce and Liam McKay, former London City Airport director of corporate affairs.
Further details about the airline’s network and launch date are yet to be announced.