Airline Trends OPINION
Real-time information Within the next five to six years it can be fully expected for real- time customer service to be an industry standard. With the rise of passenger smartphone use, in-flight connectivity and airlines’ commitment to mobile technologies and social media, soon customers will be able to evaluate every aspect of their experience in real-time, thus enabling issues to be corrected on the spot.
For example, Delta passengers on domestic flights can use Delta’s smartphone app to track their checked baggage with the bag tag number that they received at the time of baggage check-in. Since Delta has equipped all its domestic aircraft with GoGo’s in-flight internet passengers can check whether their bag has made it on their flight while they are up in the air.
Human touch
Airlines such as Singapore Airlines, Cathay Pacific and ANA make a difference by adding small and personal touches often seen in the hotel industry to their onboard service. Cathay Pacific and ANA crew, for instance, often welcome passengers onboard with a small handwritten note, while passengers travelling in Singapore Airlines’ first-class suite find a small card that says “This suite has been specially cleaned and dressed by …” in their private cabin.
Meanwhile, Air Canada’s new discount airline, Rouge, is calling in Disney to help train their flight attendants. The airline says it looked at several top customer service
providers, with Disney being the most comprehensive and in line with Rouge’s aim to create a very different and service-focused culture.
Virtual classes
Besides the traditional cabin classes, airlines are experimenting with cabin zones where like-minded passengers are seated together. For example, passengers flying Virgin Atlantic’s Upper Class have the option to book a ‘snooze-zone’ seat, which will locate them at the front of the Business cabin. After take-off the cabin lights are immediately dimmed and no meal is offered by cabin staff to allow for maximum sleep time. Instead, passengers can choose to take their meal on the ground in the Virgin lounge prior to their take-off.
AirAsia X has created a ‘Quiet Zone’, which is located in the Economy cabin at the front end of the aircraft
and bars kids younger than 12 years old. Malaysia Airlines has created a similar ‘kids-free zone’ in the Economy section on the upper deck of its A380s. On a related note, airlines such as KLM, Finnair, Iberia, and airBaltic have introduced social seating schemes that allow passengers to pick seat mates with similar interests before their flight by linking their personal Facebook and LinkedIn profiles to their seat number.
Branded amenities
Left: British Airways makes more of iPads and Singapore Airlines leaves personal notes. Above, from top: Delta's smart bag tracking; Rouge gets Disney style; and Eva Air gets connected. Below: Emirates crews take the tablet and Delta gets Heavenly.
Airlines are increasingly teaming up with successful companies from other sectors to design elements of the passenger experience. Although branded amenities aren’t a new feature on board airlines – think amenity kits from luxury brands such as Bulgari, Ferragamo, and La Praire – the number of branded products in recent years has expanded to other parts of the inflight experience. Examples include Nespresso coffee served in First Class on SWISS or Bose headphones in First on many airlines. Korean Air has teamed up with Absolut Vodka for its A380 onboard bars, while Delta has partnered with Westin Hotels to offer passengers in Business an inflight version of Westin’s ‘Heavenly Bed’ pillows and comforters.
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