Discover the ticketing and pricing strategy for the Interrail lounge space, designed to provide a comfortable and pleasant experience for travelers.
Extract
[...] Its objective is to raise consumer awareness of the quality of the service and its affordable price. The goal is not to offer a luxurious service or, on the other hand, a service that is too low-end, but rather a service whose price is as close as possible to the level of quality offered. This is indeed to be able to reach a wide range of the target audience, while ensuring a certain level of quality to build a qualitative and therefore valuable brand image and identity. [...]
[...] It is also necessary to consider the psychological dimension of the price: prices should not convey the image of a service of poor quality, but they must be affordable enough to allow the target clientele to enjoy the space. It is observed that the prices practiced in traditional train bars of railway companies can be prohibitive. In fact, we find expensive products and not always of good quality, despite recent efforts to improve the quality and richness of the offer. The lounge area intended for Interrail travelers must offer an alternative to this by focusing on an excellent quality-price ratio. The pricing strategy adopted is therefore the quality-price ratio strategy. [...]
[...] Here, the commercial concept is essential to express the identity and positioning of the service. We will need to work on the design and decoration to create a relaxing and welcoming atmosphere by playing on colors and an adapted lighting. We will also need to think about the ergonomics of the space, maximize the level of comfort of travelers who can enjoy this lounge space, and offer complementary services that contribute to making this space pleasant or even indispensable for Interrail travelers (free and unlimited Wi-Fi, charging outlets for electronic devices, private toilets). [...]
[...] Finally, this space must be easily accessible and well-signaled, ideally in a central car. To facilitate access to the lounge space and avoid potential problems of space saturation, we can consider two modes of ticket sales: online, with the possibility of advance booking, and directly on site, at the entrance to the space for those who decide at the last minute or discover the lounge space once on board the train. This distribution mode also allows to strengthen the notoriety of the lounge space thanks to a digital presence. [...]
