Let’s build a new airline from the ground up.
I just returned from a short trip to Glasgow, Scotland. For months I’ve been planning this trip, not the least of which was working with US Airways to find a suitable fare, schedule and seat. For any longer trip, I work to sit up front (Who doesn’t want that?), and I strike a sensible balance between what I pay and any mileage I’ve accumulated in my rewards account.
I won’t recount here the travails in obtaining my seat upgrades; nor will I go through the difficulties – including cancellations – I experienced in the actual travel. Rather, I’d like to use this space to share some of my thoughts for developing an alternative airline, one built on a different model, less travel commodity, more targeted to a specific traveling group; one that can be meaningfully branded as a breed apart from all those we fly now.
First, however, consider the current crop of domestic airlines. From Delta to Southwest, from US Airways to American and United, none of the brands stands for anything distinctive or valued by even their regular customers. Sure, Southwest suggests lower prices, better on-time performance and an attempt to simply be different. But beyond Southwest, other than the cities they fly to and from, what really separates one from the other? (I’m not sure even Southwest lives up to the image it projects.) There has to be something more than frequent flyer miles to create preference.
First, how about a name for this venture: How about PanAm? Or Piedmont Airlines?
Now that that’s settled, what features do we give when we build an airline that starts modestly, but distinctively?
Here’s what people tell me they want:
- Fly into and out of a limited number of airports. I’d willingly 3 hours of driving to the airport for an efficient and effective customer service model.
- Similarly, my favorite airline wouldn’t need departures every hour. Maybe two flights in and out of every served market. If I know my favorite airline’s schedules, I’ll work my schedules around them.
- Don’t overbook. I’m willing to pay in advance (as I do for my hotel room) if you assure me there’s no way I can get bumped.
- If you are impacted by weather, give me the facts, the truth and give us passengers a place to hang out while we wait.
- Wi-Fi on every flight … for free.
- I need a bit of space so I won’t feel cramped or claustrophobic.
- It’s okay to charge me extra for refreshments; I’m accustomed to paying for them everywhere else …
- But don’t even think about charging for me standard luggage requirements.
- Send your employees to customer service training. Make it a requirement to be cordial and welcoming. I don’t need much, just a little smile…not someone who never looks up from their computer terminal. If it’s a crappy job or a lousy employer, quit.
We’ll hire someone who can meet this minimal requirement.
- Send your employees to customer service training. Make it a requirement to be cordial and welcoming. I don’t need much, just a little smile…not someone who never looks up from their computer terminal. If it’s a crappy job or a lousy employer, quit.
We’ll hire someone who can meet this minimal requirement.
Re the new nodel airline – how about a pricing structure that actually makes sense? I’ll pay a little more for a ticket that gives me reasonable flexibility.
bc