The answer is usually no, as most airlines only serve standard tea and coffee. These days I only drink Peppermint Tea, so I have to do without a cup of tea on most flights. As I sat on a plane recently and watched the duty free trolley pass me and everyone else by, without selling anything, I thought to myself, I don’t want a cuddly bear, but I really would buy a cup of peppermint tea. A box of peppermint tea (other types of tea are available) must weigh less than a cuddly bear, wouldn't it make sense to use the valuable galley space for something you could sell? easyJet serves peppermint tea and they do a great chocolate muffin that complements it very well, so it isn't just me who wants more than the standard. Customers will pay extra for services that add value to their experience. Aer Lingus has also proven this through the success of their Gourmet Meals - inventory controlled on domestic and international flights. Knowing your customers enables you to deliver a service that meets their needs, drives incremental revenue and improves their loyalty and perception of the airline brand. I know it certainly has an impact on me.

Mike Naylor

Business Development Director