Nam Air to lure millennials with boutique airline

Nam Air, a subsidiary of Sriwijaya Group, has announced a plan to apply the boutique airline concept, which mainly focuses on lifestyle branding.

The carrier aims to make itself more appealing for customers of the millennial generation by delivering what it refers to as a “unique concept that is more masculine”.

Nam Air director Asa Perkasa said passengers would experience the new concept even prior to their departure, and it would continue until their arrival at an airport. “There will be a number of changes, starting from our style to our products,” said Asa in an official statement. “But it will still have an Indonesian touch.”

Asa described millennials as a promising target group, as they made up a large portion of the market and medium-service airlines were challenged to cater to their needs.

Entering its fifth year of operation, Nam Air plans to change its internal operations as well. “We plan to apply the millennial lifestyle to our internal work pattern, from our outfits and offices to our business processes,” said Asa. “We’ll provide training for all of our employees to keep up with market trends.”