The airline industry competes on price, rather than quality. Improving the air travel experience would increase both plane passenger satisfaction and airlines' profits.
There's all sorts of transportation available for travel, but if we want to visit foreign lands (or even get across the country quickly), we have only one choice: Airplanes. The airline industry knows this, and this may be why inconvenienced air travel customers are offered less and less deals with each passing year. Sitting in the waiting area (or on the tarmac) while our flight is delayed interminably is a horrible way to start a luxury vacation.
The American Customer Satisfaction Index (ACSI) has the results of consumer evaluation of the quality of the airline industry, and in a word, it stinks. Travelers' average opinion of air travel is lower than ever. I spoke with Prof. Claes Fornell, of U. Michigan's National Quality Research Center, about these low satisfaction scores given by airline passengers. Prof. Fornell designed the ACSI to be a reliable economic indicator, and he told me that the airline industry has received its lowest score in 7 years.
Passenger service is cited as the overriding reason for this year's low ACSI score for airlines. Now, there is a strong relationship between ACSI scores and consumer spending in most areas of commerce. But the airline industry is protected against negative feelings and opinions, simply because in many travel situations, airplanes are the only game in town. Prof. Fornell said that investments in consumer satisfaction typically lead to higher returns. There's a different equation with air travel, however, as passengers are less empowered than consumers of other services. Further, while airlines can increase customer satisfaction with reduced air fare, there's only so low the prices can drop.
Some ACSI airline industry consumer satisfaction findings:
Airline customer satisfaction drops 3% to 63 on a 100-point scale.
This is the lowest level of airplane passenger satisfaction in 7 years.
Air travel dissatisfaction in part due to unpleasant airline staff, unpredictable ticket prices for the same flight, and increasing fuel costs.
Record levels of lost and damaged luggage also impact negative opinions of airlines.
United Airlines shows biggest drop in passenger satisfaction, down 11% to 56.
Delta drops 8%, also a huge drop, to a score of 59.
Southwest has highest customer satisfaction (and profits) with a score of 76.
Continental has the second highest level of passenger satisfaction, at 69.
Only researched airlines to score significantly higher than the industry average are are Continental and Southwest Airlines.
Other airlines rated by the ACSI are American Airlines, US Airways, and Northwest Airlines.
Now, not all airlines were rated. JetBlue Airways has had an interesting first quarter, to say the least (Valentine's Day mess, subsequent Passengers' Bill of Rights and removal of CEO). With all the loyalty and love air travel consumers have had for Jet Blue, you'd think that this corporation would show a steep fall in customer satisfaction - but Jet Blue wasn't part of the ACSI study. Southwest was part of the ASCI study, however, and the companies share a similar ethos: An egalitarian approach to passengers, comparably low costs, and a supposedly fun corporate culture that leads to a genuinely happy and friendly staff.
Flight delays due to inclement weather are unavoidable. Vacation plans don't have to be ruined by a terrible trip, though. There are many tangible ways in which airlines can improve passenger satisfaction, hence increase their own profits.
Recommendations to improve air travel customer satisfaction:
Make air travel relaxing, or at least more comfortable. The only reason some of us fly in business or first class is the leg room and fully reclining seats. Comfort shouldn't be limited to luxury travel.
A genuine smile goes a long way: Hire capable and friendly people for customer service. If an employee is constantly surly, put him or her in a different position.
Stop with the hidden fees. We understand that flying is pricey, but no one likes surprises; be upfront about the full cost of the airplane ticket.
Unless it's a low-cost carrier, give us some real food. It is absolutely insulting to pay for an airplane ticket, and then be expected to pony up five more dollars for a box with a sandwich and bag of Sun Chips inside.
It sounds cliched, but existing airline meals are pretty bad, even on business or first class. Seriously: What's happened to SkyChefs lately? Business class meals shouldn't be as banal as the old coach seats' meals used to be.
Improve the age-old method of baggage retrieval. With lost and misplaced luggage at a record high, the system obviously needs updating.
We know airlines can't change the weather. But there's no reason to have us board the plane if it's obvious that we can't take off for an hour or more. Time the boarding so that we'll see liftoff in under an hour, or don't have us get on the plane at all.
These are a few of my main gripes, in any case. Are there other suggestions for an improved airline travel experience? If so, feel free to join in our airline travel improvements discussion.
Copyright Jennifer Miner and Suite 101. All rights reserved.
The copyright of the article Airline Travel Satisfaction is Low in Luxury Vacations is owned by Jennifer W. Miner. Permission to republish Airline Travel Satisfaction is Low must be granted by the author in writing.
About misplaced luggage: Two of my last five airplane trips resulted in waylaid luggage. In one case, my bags were found and delivered to me in 48 hours, the other time we had to <a href="http://luxuryresorttravel.suite101.com/blog.cfm/are_all_travel_memories_equal">return to the airport on vacation</a>, to get our bags the next day. (It was a bummer of a way to start out an otherwise terrific vacation.) . So, from recent personal experience, I can say that airlines/airports should definitely modernize their methods of luggage transport, for more satisfied passengers. . How about you? What experiences have you had, flying, that could be improved upon?
May 15, 2007 7:40 AM
Georgene A. Bramlage
:
Jen,
My greatest dissatisfaction with airlines is a broad issue - that of handicap accessibility.
I like to travel, a lot! And preferably with my husband :)
Unfortunately, a few years back his disability - an unusual form of muscular dystrophy - made oxygen 24/7 a necessity of life. We now either drive (with me as designated driver) or use Amtrak (U.S. rail service). Why? Please, read on.
Initially, we were successful with continuing to fly on standard U.S. airlines with these limitations: 1 - oxygen tanks had to rented (purchased) from the airline on which we flew. He could not use his own. 2 - aircraft type was restricted to certain kinds of jets which did not fly into all airports.
We, and sometimes he by himself, made adjustments to schedules and arrival airports, but continued to fly.
At present...and the reasons for our not using airlines within the U.S.... 1 - Cutbacks and consolidation of airlines and use of smaller aircraft, scheduling flights that fly where we need to go is for practical purposes not feasible. 2 - Attitudes of a great many airline personnel toward our (i.e. my husband's) plight is not encouraging nor helpful. There is little and mostly incorrect communication among oxygen suppliers, airport management that handle regulations, and the airlines.
When I dwell on the issue of handicap travel, with oxygen, within the U.S., I can not believe that airline management is not more cooperative and regional personnel better trained (dare I use the term, sensitivity training)to be helpful. At desperate moments, I can not help but wonder if this is a very subtle form of discrimination...these passengers are so much trouble why bother?
I realize that business travelers make the largest monetary percentage of airline travelers. However, it seems to me that airlines are loosing a good "chunk" of a population they could be servicing. And think of the wonderful ads they could be running about a "gentler, kinder, more helpful airline."
I also have my own laundry list of delayed / cancelled flights, lost luggage, drunk passengers, on-board personnel more interested in social life than doing their job...but the issues surrounding gracious and understanding handicap accessibility is my biggest concern about airline management and passenger relations.
Thanks for giving me a place to sound off :) So far Amtrak has been great :) and individuals met on the U.S. interstates and in motels have been great.
Georgene
May 15, 2007 1:53 PM
Angie Rayfield
:
I could probably make a laundry list of complaints, too, but there's always one question that comes to mind. Just exactly WHO are those seats made for? I am rounder than average, but nowhere near massively oversized, and still I have to wedge into the seats. And at only 5'4, leg room is scarce - forget crossing my legs or stretching them out.
I think I'd be curious to know if there's anything anyone LIKES about air travel!
May 15, 2007 3:23 PM
Jessica Wright
:
If I'm honest I've never even thought about the difficulties of air travel for disabled passengers - perhaps because (partly, at least) I've rarely seen people on aeroplanes with (visible, obvious) disabilities. I can remember only one occasion when we were asked to wait for a wheelchair to be brought on and off the plane. Doesn't that tell you something about the practicalities of aeroplanes for the disabled ...
I have to say, though, that my own experience seems to have been very fortunate - I've got no real complaints to make. Delays have usually been inevitable, and I don't think the pilot is responsible for the turbulence :o)
Are there particular airlines that you would recommend/warn against?
Jess
May 15, 2007 5:22 PM
Daniel Workman
:
Even considering cost-cutting in the airline industry, I was disappointed with the food served on Air Canada's flights (both in terms of quantity and quality).
May 15, 2007 7:56 PM
Grace Lichtenstein
:
Jennifer -- great minds think alike. I just added a link from my "worst airlines" senior travel column to yours.
May 15, 2007 8:09 PM
Karen Lotter
:
Often the food isn't too great but I'm vegetarian and I've found that my food, although it is quite strange at times, is usually more tasty than the meat options. Maybe because it is prepared in smaller numbers. I also get fed first. I've traveled quite a lot and the only thing I really hate is the USA's paranoia since 9/11. And the security is inconsistent.
Fly into the JFK from Africa with a plane full of French speaking Muslims and see how you get treated at the airport. Not one immigration official on duty who speaks anything but English. And those really scary looking customs women...
Space is a problem for someone with long legs like me, but hey if they can fit in more seats and I can get a cheaper ticket, I'm prepared to endure some discomfort.
May 16, 2007 5:55 AM
Diane Laney Fitzpatrick
:
I don't travel great distances by plane very often. I'm afraid to fly, I hate to fly, but I have to fly occasionally. Despite my relative inexperience, I could write a book about ridiculous experiences at airports and on airplanes. Last summer my family and I went to Ireland and England - five of us on a very well planned out trip. But because our flight was cancelled due to weather and our rescheduled flight was last-minute, we were labeled suspicious (I believe that's what the SS stands for!)and the searches we had to go through were downright hilarious (now, hilarious. At the time not so funny.)I was starting to wonder if I was on Candid Camera. All that led to us being late for connecting flights, which led to getting wrong instructions from airline personnel, bad information, lost luggage, you name it. I can still see us sprinting through JFK with our carry-ons, carrying our shoes. After that experience, I've come to the conclusion that the airline business is run like a class of eighth graders would run a business. They seem to have a philosophy that , hey, let's take all these people and try to stick them on airplanes and see if it all works out! One more point: The way they just spew out the luggage and you grab your own suitcase and leave without anyone checking to make sure it's yours. Unbelievable.
May 16, 2007 9:52 AM
Jennifer W. Miner
:
Georgene, I'm happy that you and your husband are enjoying Amtrak, and still traveling when time permits. But I have to say -- I am pretty upset, hearing about how airlines have made it impossible for you to fly. I think it's illegal under the Americans With Disabilities Act. (And aside from legal issues, it's just not ethical, in my mind. Particularly the airline personnel's attitudes.) Not that you're necessarily going to do anything about it, but I know your husband can't be the only person in North America who can't fly for reasons beyond his control. I hope it's okay if I go check this out with Suite101's Accessibility Travel writer, Jill Browne. She might have some answers about this. Handicap accessibility isn't just fiar and ethical, it's a law. Thanks so much for writing about this; like I said, if youv'e experienced this problem, many others must have as well.
May 16, 2007 10:09 AM
Jennifer W. Miner
:
Angie, I'm around your height, and the coach legroom annoys me too. What does it say about airlines' seats when the best thing about business and first class is NOT the food, NOT the service, but simply more leg room? I can't imagine how I'd make it if I was a tall person. :) Jessica, in <a href="http://luxuryresorttravel.suite101.com/article.cfm/airline_travel_satisfaction_is_low">The article this discussion is based on</a>, we can see some airlines which are certainly unrecommended, so to speak! I have to say, Southwest (the highest scoring airline company) deserves this recognition. And before the <a href="http://luxuryresorttravel.suite101.com/article.cfm/jetblue_airways_debacle">Jet Blue fiasco</a> last Valentine's Day, I'd have wholeheartedly recommended that low-cost carrier as well. The company really is trying to win back the loyalty and affection of its passengers, though. The CEO was just <a href="http://luxuryresorttravel.suite101.com/blog.cfm/ceo_of_jet_blue_loses_job">"asked to step down,"</a> and Jet Blue is the only airline co. to have a Passengers' Bill of Rights. That goes a long way to showing respoect for their customers, in my mind. And Daniel, what can I say? I totally agree with you about the quality (and I use the term loosely) of airline food. You're lucky to get a bland stick of chicken in coach, and business and first class meals have gone downhill as well. The cliche is true.
