While details are limited from now on, the idea behind this is refreshing, if nothing else.
United plans to adapt older aircraft with TVs
Live and Let’s Fly notes that the main customer officer of United Airlines, Toby Enqvist, posted an employee video in which he tells how United should become an airline that people want to fly to:
“Our competition is really very tough, especially in our hubs. Our customers actually have a choice. They do not have to fly United, so we have to make them want to choose United. ”
It’s so refreshing to hear this sentiment under the airline’s leadership. So, how does United plan to become a more attractive airline that people want to fly?
Perhaps most interestingly, United is planning to adapt older narrow-body aircraft to add personal televisions, including audio and video on demand. I would be curious to learn more about this, because I’m a little confused – United, for example, chose not to install personal televisions on its Boeing 737 MAXs, and so has the airline changed its mind or what?
There are a few other initiatives the airline is planning, such as expanding United Clubs to hubs that need more capacity and by the end of the year a concept for pre-ordering meals.
United plans to install TVs on narrower aircraft
Legacy airlines must compete on the product
It’s always nice to hear a driver at a US airline other than Delta say they have to let customers fly. This is something Delta has been feeling for a long time, and Delta was able to achieve an income premium thanks to it.
At the other end of the spectrum, you have an American, who apparently has no desire to compete on the product. The airline has actively exacerbated its product by removing TVs from aircraft and adding more seats.
But here’s the problem: Americans essentially want to compete with ultra-low-cost carriers, but it has a cost structure that is completely uncompetitive. How should the airline make it work then?
American’s not so luxurious interior
United still has a culture problem
I respect a lot how the senior management of United talks about the importance of offering a good product. And in some ways, United were successful with that. Pre-coronavirus has an unparalleled international route network, United Polaris is mostly pretty good and Polaris Lounges is exceptional.
But beyond that, I think United has such a long way to go:
- More than anything, I think, United has a culture problem – although there are a lot of good employees at United, the airline is definitely more American than Delta when it comes to customer service.
- United is not competitive in terms of its Wi-Fi offering, compared to American and Delta, which seem to be important in investing
- United talks about the importance of people wanting to fly the airline, but then also has a real penal policy, such as being the only one of the ‘three big’ American airline companies that does not allow free transportation for basic economy.
United did a fantastic job with Polaris Lounges
Bottom line
It’s great to hear that United realize they need people to want to fly the airline to be successful. This is a lesson that American apparently did not learn.
As part of this, United is reportedly planning to install seating entertainment on older narrow-body aircraft. I’m a little confused about that, because the airline is planning it while not installing it on new Boeing 737 MAXs. So is there a change of heart at United, or what’s going on?
If you ask me, if United really wants to become an airline that wants people to fly, it comes down to the people. And this is an area where United Delta is catching up a lot.
What do you make of United’s alleged plans to customize seat belt entertainment aircraft?