Porter Airlines does things a little differently.
The company’s iconoclastic approach to the economy air travel experience is shaking up the industry, and last night’s ‘Mr. Porter’s House Party’ at the Evergreen Brick Works in Toronto was a perfect example.
The goal was to introduce the Toronto market – which has been home to Porter’s Billy Bishop Toronto City Airport operations for 17 years – to the fast-expanding options created by Porter’s new fleet of Embraer E195 jets flying out of Pearson.
As Kevin Jackson, Porter’s EVP and Chief Commercial Officer told TravelPulse Canada, he could have stood up on stage with a PowerPoint presentation and pointed to all the new routes and service attributes. But that’s not how Porter rolls.
“With Mr. Porter’s House Party we wanted to create a highly branded immersive experience, to really give people the feeling of what it’s like to travel with Porter,” Jackson said.
TravelPulse Canada's John Kirk (left) with Porter founder Bob Deluce (centre) and his brother Bill.
What several hundred guests experienced was a sensual depiction of Porter’s key messages and attributes. ‘Mr. Porter’s Living Room,’ for example, was outfitted with two-seat couches, a not-so-subtle reminder that there are no middle seats on any Porter aircraft – and that now includes 29 E195 jets as well as 29 Dash 8 turboprop-powered planes.
Servers offered tastes of the fresh meals and premium snacks Porter offers guests onboard, while bars were stocked with the beers and wines served free on Porter flights.
House DJ Marsh performed at the Mr. Porter's House Party event in Toronto. (Photo Credit: John Kirk)
The night also featured a party within a party, headlined by a performance from Vancouver-based house DJ Marsh. While key Porter customers and travel industry invitees interactively learned about the product, in an adjoining space a group of Marsh fans and music lovers were already dancing to his “deep and progressive” grooves. At 7:00 pm the curtain was pulled back and the two parties merged.
Want to check out Marsh's music? Scan this code. (Photo Credit: John Kirk)
In conversation with TravelPulse Canada, Porter CEO Michael Deluce said customer reaction to Porter’s E195 product has been beyond any expectations.
“Our net promoter score has been around 75 in recent weeks. I look at those numbers and go to sleep with a smile on my face.”
Regarded by some as the ‘holy grail’ for understanding customer satisfaction and loyalty, a Net Promoter Score measures consumer satisfaction on a score that ranges from -100 to 100. Anything above zero is considered positive, above 20 is very good and above 50 is superb. Scores in the 70s are in the top percentile of success.
Despite a flood of new route launches in recent months, Jackson says load factors, even beyond the peak summer season, are in the 70s and 80s, more than satisfactory for an airline that is introducing itself to many new markets.
Did we mention there are no middle seats? (Photo Credit: Bruce Parkinson)
Jackson says the secret sauce to Porter’s success is an elevated economy class experience, now being enjoyed by a segment of the market that has felt ignored in recent years, as airlines focused on higher-revenue premium economy and business class travellers.
“Every passenger gets the same level of quality,” says Jackson. “The food, free beer and wine, no middle seats, fast, free WiFi – everyone gets better.”
That doesn’t mean there aren’t variations. Porter’s fare structure includes Porter Classic and Porter Reserve, with the latter providing dedicated airport check-in, early boarding, up-front seating, extra legroom, free, fresh meals, extra bags and flight changes. Within Porter Classic there are four fare options: Basic, Standard, Flexible and Freedom. The variations there are based on seating, baggage and flexibility.
But Porter’s standard inclusions – free WiFi, free beer and wine, premium snacks and no middle seats – are not standard on any other North American airline, and beleaguered economy travellers are responding positively.
Mr. Porter's House Party at the Evergreen Brickworks in Toronto. (Photo Credit: Bruce Parkinson)
“We’re really challenging what the industry thinks is possible in economy,” said Jackson. “We don’t board in zones, we board back to front, and don’t assign people numbers. There are no curtains between Porter Reserve and Porter Classic – because all of our passengers are important to us.”
Direct Travel President Canada West Brian Robertson says Porter’s new jet service provides “a great alternative” for business travellers. “It’s going to change the landscape at major airports in Canada. It’s good to see them grow and I think there’s lots of room for this product.”
Executive Chef Robert Volstuden developed the Porter Airlines inflight menu. (Photo Credit: Bruce Parkinson)
Executive Chef Robert Volstuden has been in menu development for airlines for more than 20 years. He took a break from retirement to take on the Porter project, because the assignment was – and here’s that word again – different.
“I liked their vision. It’s different but consistent, and I like that the same beers and wines are served throughout the aircraft, and passengers have access to the same fresh meals.”
Different and consistent are two words that well describe Porter. In less than 20 years the company has created a strong and enduring brand, and a product that people enjoy. That’s not an easy thing to do in the volatile aviation industry, and it’s one that deserves recognition and praise.
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