New wardrobe, chef’s menus, transit areas… Royal Air Maroc (RAM) services are undergoing a facelift to face international competition in a context of emerging from the crisis and respond, as well as possible, to the new needs of its travellers.
The national airline RAM unveiled this Thursday, September 15, 2022, in Casablanca, the design of the new uniforms which will now be worn by its flight and ground personnel, in addition to new menus and travel assistance services.
Combining authenticity and modernity, based on creative elements from Moroccan and African heritage, the new uniforms thus take up the decorative mosaic patterns and distinctive cuts of the regional cultural and artisanal heritage, with bright and warm hues such as the color “amethyst”, the brand’s new visual signature.
In an overall stylistic consistency, variants have been deployed to identify the different 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.
“It’s a real breath of fresh air and optimism that is brought through these novelties inspired by our Moroccan and African culture. 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”, underlined, on this occasion, Hamid Addou, CEO of Royal Air Maroc.
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.
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.
In-depth transformations have also been carried out across the entire customer journey. A new cabin atmosphere, brighter and more harmonious, and completely renovated transit areas have been put in place to guarantee passengers a more qualitative experience, supplemented by small touches such as the traditional children’s kit and comfort kits.
The IFE (In-Flight Entertainment) offer has also been diversified in terms of streaming with the introduction of new Moroccan films, the content of the SKY RAM and SKY PRESS platforms has also been enriched. This offer is reinforced by value-added online services such as RAM Assistant, E-Skyshop, E-Upgrade, Cash&Miles and Pack Family.