When Southwest Airlines (LUV) launched more than 50 years ago, one of its most distinguishing characteristics was the way it got customers onto airplanes. Seats weren’t assigned, and passengers had to fend for themselves when it was time to grab a spot. It was a quirk as much a part of the airline’s identity as its low, no-frill fares.
But as activist investor Elliott Investment Management fought its way onto Southwest’s board this year amid a run of flagging business, one change management made was to get rid of the “open seating” policy. Ryan Green, the carrier’s chief commercial officer, said at an investor day in September that customers were tired of fighting for spots:
Preferences were unequivocal: Eighty percent of Southwest customers want assigned seating, as do 86% of other airlines’ customers. And looking at lapsed customers, the seating and boarding process is the number one reason they haven’t returned to Southwest. We were struck by how clear the message was. There is an absolute need for us to evolve our model to better meet customer preferences.
Bringing order to the boarding experience has long been a challenge for airlines, but the precise logistics of the practice can present their own obstacles. American Airlines (AAL) has started testing a literal alarm that goes off to keep zone-jumpers from getting on too early.
(Maximum number of boarding zones) By the digits
9 – American Airlines
4 – Frontier Airlines
Explain it to me like I’m five!
Are there no better ideas?
There have been a number of techniques used to get passengers onboard airplanes over the years. First-class and business travelers typically got to board first because of their status (and premium fares), but seating everyone else was a pain.
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