US AIRLINES
to convince passengers that they
can match the service levels offered by their rivals. but also deliver. For years US airlines have rightly earned themselves the worst ratings for passenger experience, especially in the mass Economy markets. In fact, US domestic travel was a byword for misery, but that might now be beginning to change too. Many of the features that
succumbed to the accountants' knives during the hard times are once again becoming important tools in winning back passengers. And improvements to inflight entertainment and seating have been at the forefront of changes the carriers are making. Alaska Airlines recently announced major upgrades to its services from later this year. Joe Sprague, Alaska Airlines’ vp marketing, says new aircraft seats featuring personal space-enhancing design with power outlets will be installed. The airline is also nearing a decision on enhanced IFE systems which would allow customers to watch programming streamed to any wi-fi-enabled device. Moreover, Alaska’s $100m upgrade to its B737-800 and -900 fleet is due to be completed by the end of 2014. The Premium Economy concept,
largely ignored by US carriers to date, is also gaining strength as a good revenue-earning source. United has introduced United’s Economy Plus, and American as rearranged its Economy seating on wide-body aircraft to accommodate an improved version of 'Premium Economy' with more legroom and service. Food service, which probably
suffered the biggest cuts in the past, is also seeing a resurgence. The advent of Buy-On-Board (BOB)
took a while to become accepted and for the quality to improve and for many competing foreign airlines will never be an option. For the 'legacy carriers', BOB is
restricted to the domestic market, but on intercontinental flights, where competition is toughest, the renaissance is in full swing with better menus, complimentary wine and beer choices and new equipment. AMR has reinvented American
Airlines following the US Airways merger with new livery, new Business seats and changes to the food service with new entrees and the return of the much-loved Ice Cream Sundae cart. And across the sector wi-fi options and improved IFE is becoming the norm arather than the exception. A greater choice of travel options and better service in all classes is the key for US airlines looking to tackle the juggernaut from the East. United is to expand its service from two classes
"Premium Economy, ignored by US carriers to date, is now seen as a revenue- earning source"
Pictured above: Delta's 747 Business Elite and, below: United's Club Lounge
to three class across some European locations later in 2013, and as fleets are upgraded we will see much more emphasis put on the passenger experience in marketing activity. Another sign of the US recovery is fleet upgrades. Of the 57 B787 Dreamliners delivered as of May 2013, only six were to US carriers, which still await delivery of their first A380. Until now, American carriers have taken the stance that the A380 'Super Jumbo' has been unsuited to their markets, even though the Asian and European carriers like Lufthansa use it successfully on US Air routes and British Airways will begin A380 operations to Los Angeles in October. But the Dreamliners are coming, with
47 ordered by American Airlines and over 50 by United. So, with investment growing and a
renewed awareness of the importance of passenger experience and food service, the renaissance of US carriers seems well under way. •
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