How the airline industry keeps missing the mark
In light of all the US airline service calamities of late, is the airline industry failing in its service delivery?
Imagine you’re told on check in the flight is overbooked. You wait, they grant you a seat – but the only seat left is the middle of the middle.
Your 150 gram tub of vegemite gets thrown out by security, deeming it a liquid. You get a pat down. Then a bomb security swab.
You check in to the lounge to find your status has lapsed. And you don’t meet the dress code anyway. Then your check in luggage is scrutinised at the desk and you’re charged to have it checked in.
These are just some of the indignities your clients face when travelling.
“There are on average 17 checkpoints or stops in an international flight. Each of these increases anxiety in the passenger,” Message Shapers Public Affairs principal Justin Wastnage said.
“So when you get frequent travellers, whose objective is a fast process, mixed in with infrequent ones, who travel on leisure, tensions rise.”
It is fair to say that flying is fraught with inconveniences, and is the one element of travel that is likely to ail your clients and create a domino effect of delays, missed connections and emotional calls from airports at the beginning or end of your client’s travels.
For you to deliver service end to end, these are the hacks that will preserve your client’s sanity and willingness to even enter the airport.
“Airlines have a disadvantage more naturally because you’re exposed to weather and other disruptions – the industry can be hit with disruptions out of their control,” IBM Global Travel & Transportation Industry General Manager Dee Waddell said.
“Load factors are high – everyone maximises their assets as it’s a competitive world out there.”
Lately, aviation has been in the spotlight after a series of mishaps received major publicity around the globe for their mistreatment of airline passengers.
We all witnessed Doctor David Dao being dragged off a plane after being beaten by security personnel. An all-out brawl erupted at one American airport following cancellations. A teenage girl was banned from boarding a flight for wearing exercise leggings.
And in a minor transgression, there was allegedly a banana served as a gluten free meal.
It seems unprofessional to passengers, but airlines can and will overbook flights on the rationale that statistically, there are always no-show’s.
Unlike the United dragging incident, however, the carrier will ask for volunteers to take a later flight prior to issuing boarding passes, at the check-in desk. That didn’t happen on the now-infamous United plane, and that was a fault laid at the ground staff’s feet.
Passengers are generally paid for their compensation. Legally under the contract of carriage, United and other airlines are in the clear.
Wastnage looks to the European system of managing overbookings, based on the Air Passenger Rights charter in the EU. While controversial at the time, the charter provides automatic compensation for delayed and cancelled flights.
“If you have presented yourself on time for the check-in with a valid flight reservation and travel documentation and you’re denied boarding due to overbooking or for operational reasons you are entitled to compensation of €250 for short haul flights, €600 for long haul,” Wastnage said.
“Airlines here have lobbied against it. But it has revolutionised customer rights and led to far fewer delayed and cancelled flights,” Wastnage said.
In an exclusive with IBM, they told us that the interest of airlines in improving the customer journey has peaked with a high level uptake of their data technology for the industry. That includes a certain United Airlines.
“Companies are looking at the whole customer service,” IBM Head of Travel Dee Waddell said.
Aircraft and airports are fraught environments, where clients and passengers often feel helpless in the face of queues, delays, overbooking, visa complications and hand luggage debacles.
Emotions are high and in the face of so many rules, often which don’t make sense, drama is sure to ensue.
“Many things are beyond their control. Passenger facilitation is largely a government mandated or controlled area, but is the main gripe for travellers,” Wastnage said.
“If you step back airlines have tried to standardise certain ways of doing it because of the cost of personalisation,” Waddell added.
“The thing that airlines all chase is loyalty. Loyalty is more than frequent flyer schemes. This is ensuring that the most lucrative passengers return,” Wastnage said.
So what’s the good news, then?
Very few passengers each year are involuntarily denied boarding. The ascent of smart phones and video captures brings these incidents to the public attention, and it sure brings airlines to heel.
Indeed, United Airlines did just that with their adoption of IBM technology, which provides airlines with real time data on passengers, pulling from social media and booking profiles.
“When people operate off real time data with mobile devices you can enhance safety and security, customer satisfaction through a customer journey.
“If there’s a gate change notifications can be sent. Staff can walk right to the passenger, and say ‘your flight has been rescheduled – is that acceptable?’ as well as ancillary sales, maybe dinner for those affected,” Waddell said.
For you and for client alike, Flight Aware is a website and an app that updates every 30 seconds with estimated departure and arrival times. This can be crucial when clients are delayed and unsure whether to rebook with another carrier.
We can only imagine that the carrier’s at the centre of such policy debacles will rapidly overhaul their systems. While Waddell did not want to comment directly on United’s service of late, he was confident in measures to rectify.
“What I have seen is airlines learn from the past,” Waddell concluded.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
american airlines overbooking united airlines usaLatest News
Travel DAZE Exec Agenda REVEALED: top execs to speak on airline competition
As the industry reels from Bonza's implosion, it is more important than ever to ask the big questions.
Skroo says Rex will need deep pockets to fill lost Bonza slots
The door is open for Rex, and anyone else who wants to launch a regional Aussie airline...
Hilton Expands Presence in North Queensland with the signing of Hilton Garden Inn Townsville
Heading to a North Queensland Cowboys clash? Hilton Garden Inn Townsville is set to open, but not until 2026.
Amy Poehler joins Vivid Sydney event
Oh Joy! Hit comedian Amy Poehler will make an emotional appearance at the Sydney Opera House for Vivid.
Emirates unveils future plans with new hub at Al Maktoum International Airport
We've also been looking into our future. It involves plenty of famils, we hope.
Two thirds of Australians support introduction of tourism tax, survey reveals
Can you guess which generation was the most outraged at the news? Hint: It is exactly who you think!
“The consumer really just wanted more classic reward availability” – customers underwhelmed by Qantas FF shakeup
All this consumer wants is to sit behind someone that doesn't push their seat back to near-horizontal levels.
Aussie travellers warned of ‘significant’ visa shifts in destinations including Chile, US and Vietnam
To be honest are biggest advice for having a layover in the US, is just don't.
Profile: Delta CEO Ed Bastian
Bastian says the airline business isn't for the faint hearted. We're sure Alan Joyce would agree!
Final Call: Travel DAZE Exec early birds are about to expire
Much like the auctioneer at the hottest sale of the year, we're giving you one more chance to jump at this deal!
Forget the weekend! Experience Gold Coast launches mid-week travel campaign
Your boss might be a bit bothered if you jet off mid-week, but you'll be the envy of all of your Instagram followers.
Victorian Tourism Industry Council warns of losing tourism dollars to NSW & QLD
Trendy cafe's hidden in CBD laneways can only get so many tourism dollars, clearly!
AIME 2024 rustles up $330m for APAC economy
This figure is a 65 per cent increase on 2023, much alike The Nibbler staff's alcohol consumption.
Amex GBT to purchase CWT for $871m
It's big deals like this that get a firm handshake - hence the sore hands over at the CWT and Amex GBT offices.
Boeing cleanout: CEO, chair to go as safety crisis plagues the manufacturer
CEOs are falling thick and fast these days. We should have started up a bingo game with their headshots in the office.
Star boss resigns, admits retaining NSW casino licence unlikely under his leadership
The CEO resigned after 18 months in the role. 'Another one bites the dust' rumoured to be heard playing in Pyrmont.
Corporate Traveller swings amateur golfers around the globe for World Golf Competition
How're your golf skills? Consider yourself a Tiger Woods or often get quadruple bogeys? We take after the latter.
Corporate travellers to spend big on Melbourne F1 despite financial pressures
Part of the attraction is sick days after the event as corporate travellers suffer creaked necks and blown eardrums.
Bonza officially kicks off Gold Coast-Darwin route
The Flying Purple Thumb is back at it with another route. We swear, we're going to make this nickname stick!
South West Sydney Tourism launches Western Sydney Tourism Awards
Penrith's 3 consecutive NRL premierships wasn't enough? The people of Western Sydney could fill the trophy cabinet more!
Hotels vs. Airbnb: Industry leaders at odds over who should pay accommodation levy
There's not as much gore in the Hotels vs. Airbnb saga as there is in Alien vs. Predator, but it's just as thrilling!
Singapore Airlines revamps premium economy with new menu, amenity kit
Felt Singapore Airlines was lacking "the sauce" (as the kids say). Bolster belief in the carrier's je na sais quoi here.
Business Events Adelaide set for 20th Destination SA event
Destination SA turns 20! Hopefully it's not celebrated with vodka cruisers and vapes like most 20th birthdays.
Boeing’s woes delay massive Virgin Australia order
This delay means Virgin staffers will be without that new plane smell, inspiring us to sell it in a can.
All the winners from the 2023 Qantas Australian Tourism Awards
Somehow missed this news recently? Good thing you're subscribed to our fabulous newsletter!
Corporate international travel from Brisbane up 30% YOY: Flight Centre
Queenslanders seem keen to go somewhere that actually serves good beer! Sorry, we actually like Great Northern.
Amora Brisbane undergoes $30m remodelling, geared up for MICE offerings
When $30m goes into an amazing hotel to get it geared up for MICE offerings, that's amore!
Corporate Travel Management’s CEO Laura Ruffles steps down
CTM confirmed that Ruffles will be stepping down due to a personal health issue, effective immediately.
Qatar Airways crowned World’s Best MICE Airline at World MICE Awards
You could say Qatar Airways really 'nabbed the cheese' with this one! Alright, we'll see ourselves out...
Qantas, Jetstar & Virgin hike airfares as supplier costs inflate
Supplier increases means you'll pay more. It's like pass the parcel, but instead of getting a present, you owe money.
NSW Central Coast wins global sustainability award for promoting ecotourism at ITB
NSW Central Coast jumped the gun on St. Patricks Day and got the green celebrations going early!
PHOTOS: RuPaul’s Drag Race stars hit Kings Canyon for Priscilla’s 30th anniversary
The stars have renamed the iconic spot 'Queens Canyon'. No name change to the adjacent 'Priscilla's Crack', however.
Air NZ to suspend Auckland-Chicago route amid aircraft troubles
Sorry Kiwis, your craving for authentic deep dish pizza will go unsatiated (or you could just fly with another airline).
Tasmanian Premier promises to build the world’s largest chocolate fountain if re-elected
If only sticky 6-year-old children could vote. Then the Tassie Premier would be guaranteed a victory!
The staggering amount invested in 2022/23 Australian tourism projects revealed!
Any guesses on how much it was? We'll give you a hint: It's between $1 and $9 trillion (hope this helps).
Marriott’s Bonvoy Lounge makes it a 5-peat at Formula 1 in Melbourne
If Formula 1 is so good, then why isn't there a Formula 2? Oh there is one... Never mind.