Launched a decade ago to connect Paris to France’s Overseas Territories, as well as the United States, French bee’s long-haul low-cost model faces significant cost pressures. These have only intensified this year as the Middle East conflict drags on and fuel prices stay high.

But Zemourda Aissaoui, the airline’s Chief Commercial Officer, sees opportunities to innovate, especially on the ancillary front. Alongside bag fees and inflight meals, French bee have successfully diversified revenues through an onboard WiFi service and pre-order boutique. Aissaoui believes the carrier’s tech-native architecture has supported these innovations:

We were lucky to be digital from day one.

However, French bee’s ancillary revenue faces an uncertain future, as EU legislation seeks to restrict airlines’ capacity to charge for baggage. Proposed regulations that could come into effect in 2027 will force European airlines to advertise prices inclusive of carry-on bags.

Aissaoui says French bee’s low-cost operating model has encouraged them to think outside the box to adapt to this changing legislation. Accommodation will soon be offered along customer’s booking journeys, alongside car rental, leisure activities, and insurance.

Alongside regulation, technology is rapidly reshaping airline retail — especially through AI. Platforms such as Booking.com are already pivoting from direct website search to AI-powered search that provides more personalised suggestions. As French bee approaches its 10th anniversary, Aissaoui is looking to deploying AI across their website to make customer booking more intuitive.

We see from the data now, our US customers use more ChatGPT more than Google Flights. AI is something that we want to design and to implement for our customers, to make it easier to find the best price, but also at the inspiration level, to enhance the customer journey.

At French bee HQ, a lean team of 50 directs all of the airline’s business activities. AI is playing a transformational role here across customer support, as well as internal processes. While recognising its capacity to make the carrier more efficient and scalable, Aissaoui stresses the importance of a strong employee culture:

I always tell our people that they are one of our top assets. AI is helping productivity, but it will never think like you do.

🎥 Watch the video to get the full interview with Zemourda Aissaoui.

Questions asked include:

  • With cost pressures growing higher on LCCs, where do you see your biggest opportunities for revenue growth?
  • What about ancillaries? As the EU tries to regulate against bag fees, do you see other add-ons as being more profitable?
  • When it comes to dynamic retailing, what impact will this have on the low-cost commercial playbook?
  • Which technologies are you look to next to enhance customer service while strengthening your business model?

Join us at World Aviation Festival 2026. If you have a new idea for an ancillary product, apply to pitch it to an expert panel at our Ancillary Arena!

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