Alpha LSG introduces ‘pioneering’ new training programme

By Charlotte Turner |

Alpha LSG is introducing a ‘pioneering’ new training programme and awards scheme for Monarch Airlines in a strategic initiative to actively engage with cabin crew to drive commercial results


It is one of a number of key initiatives created as part of the in-flight retail strategy for the carrier following Monarch Airlines’ contract extension with Alpha LSG.


Monarch Airlines recently entered into the extended agreement with Alpha LSG which covers a full range of catering, logistics, managed services and in-flight retailing services, which will continue to transform the airline’s offering to its passengers.


Alex Forbes, Alpha LSG’s Chief Operating Officer, says cabin crew, who are in the front-line talking directly to passengers and selling in-flight products, can provide vital passenger feedback – while specialist training and motivational incentive schemes for crew will help to increase sales.



“A critical element of our relationship with Monarch Airlines is to help to develop a profitable in-flight retail offering by enhancing the experience for passengers with a compelling range of products to buy on board,” says Forbes. “Engagement with cabin crew is absolutely essential to enable us to drive in-flight sales as they are our front-line sales team.


“We believe our new training programme and awards scheme will set a new industry standard for cabin crew engagement, training and development and, most importantly for the crew, recognition of a job well done.”


On January 28/29 Alpha LSG launches the inaugural OMG! Awards Event for Monarch Airlines’ cabin crew and management team.  Alpha LSG says that the two-day event, to be held at the Welcombe Hotel Spa and Golf Club, Stratford-upon-Avon, “will combine training and interactive sessions – enabling crew to get a better understanding of buying signals and forge fast relationships with passengers in the sales environment”.


Crew will also go behind the scenes to meet Alpha LSG’s in-flight retail team, meet key suppliers and find out how brands and products are sourced and selected. Afterwards over 100 cabin crew, in-flight retail suppliers, Monarch Airlines and Alpha LSG management will attend a gala dinner and OMG! Awards Ceremony with four award categories:


•          Most Improved Crew member

•          Product Champion

•          Team of the Year

•          Top Sales Person Award


Alan Hayes, Alpha LSG’s General Manager – Management Services, says: “We have had fantastic support from our suppliers and our new initiative has been well received by Monarch Airlines’ crew.


“We have lots of great ideas in the pipeline to help crew, including a new digital crew portal which is about to be introduced.  Alpha LSG want to do things differently from a training perspective by widening the scope of training away from the traditional ‘tannoy and trolley’ type industry models.”


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