It was during an event presentation at the headquarters of Royal Air Maroc that the Company revealed to its employees and the media all the innovations that illustrate its new dynamic.
At the forefront of these novelties, the Compagnie Nationale unveiled the design of the new uniforms which will be worn from this month of September by its flight and ground personnel, as well as numerous services and products aimed at consolidating the reputation of the brand. and to reinforce the preference of its customers.
« It is a real wind of freshness and optimism that is brought through these novelties inspired by our Moroccan and African culture.. Indeed, the launch of new outfits is always a major event for a company which constitutes a strong sign of renewal and an important marker of its image and its values”, underlines Mr. Hamid ADDOU, Chairman and CEO of Royal Air Maroc. “Beyond the new uniforms, the many innovations that we are also bringing to the service will allow us to take our customers on board in a completely redesigned experience for more quality, comfort and proximity. We can really say that Royal Air Maroc is reinventing itself and that it does so by aiming for the highest standards in the sector, as demonstrated by our membership in this club of excellence that is the alliance oneworld », he continues.
At each stage of a history of more than 60 years, Royal Air Maroc has been able to evolve by rising to the level of the international companies of reference through all of its design and service components. The bouquet of innovations unveiled today oday is the fruit of an intense work of reflection and design, begun before the crisis and deepened during the period of flight shutdown. This set of improvements mobilized all of the company’s vital forces.
New uniform design combining authenticity and modernity
Royal Air Maroc’s 2022 uniforms mark a positive break for the company, reflecting its brand values: reliability, proximity, optimism and ambition. Marked by the elegance and serious image of a major company, they were designed especially for Royal Air Maroc. Combining authenticity and modernity, using creative elements from Moroccan and African heritage, they include the decorative mosaic patterns and distinctive cuts of the regional cultural and artisanal heritage, as well as the bright and warm colors also inspired by the environment such as the color “amethyst”, the brand’s new visual signature.
In an overall stylistic coherence, variants make it possible to identify the professions: cabin crew (PNC, hostesses and stewards), technical flight crew (FCM, pilots), ground staff (PS). A complete wardrobe is thus made available to them, meeting the challenges of representation but also their requirements of comfort and practicality.
Redesign of the catering offer
Royal Air Maroc has also overhauled its catering offer (catering and cabin services), with the aim of personalizing and promoting the product and Moroccan hospitality. In collaboration with great chefs, the new menus reflect its positioning as a benchmark continental company with the offer of dishes from Moroccan, African and international cuisines. The offer is also segmented according to category and flight duration.
The customer is at the center of attention. Among the main innovations, the offer of an “à la carte” meal in business class for individualized service, the offer of a third vegetarian choice in economy class and, on short-haul flights, a service optimized by the introduction of a meal box adapted to travel.
A battery of improvements throughout the customer journey
While uniforms and on-board service are the most visible part of the change made, profound transformations have also been made across the entire customer journey. A new cabin atmosphere, brighter and more harmonious, and completely renovated transit spaces aim to guarantee passengers a more qualitative experience, supplemented by small attentions such as the traditional Children’s Kit and Comfort Kits. Similarly, the IFE (In-Flight Entertainment) offer has been diversified in terms of streaming and the content of the SKY RAM and SKY PRESS platforms has been enriched. This offer is reinforced by value-added online services such as RAM Assistant, E-Skyshop, E-Upgrade, Cash&Miles and Pack Family.
In a context of emerging from the crisis, where competition from airlines is fierce and travellers’ demands are greater, Royal Air Maroc is resolutely committed to a voice of progress and controlled optimism. Through the “Customer oriented” approach rolled out at the heart of its new organization, the national airline is giving itself the means to better satisfy its loyal passengers, win over new customers and embark on the path of renewed growth.
