There is perhaps nothing in the world that is simultaneously admired yet scorned as the experience of flying.
Excuse my romanticism here for a minute, but I think it’s worth recounting just how exceptional flight is. The fact that we have an invention which can weigh over a million pounds, travel near the speed of sound, and have the endurance to travel halfway around the world is remarkable. Trips that once took weeks, even months, can now be conquered in a number of hours – though that number is greatly variable, as Austin is closer to Boston than Australia, for example. Even so, this is astonishing.
In past decades, flying was a luxury. Comfortable seats and high-class meals were the tenets of an exclusive experience. Of course, the price tag on a plane ticket made it something that could only be afforded by the wealthy – but for those who had the means, the end was worth it.
How the Times Change
Fast-forward to the early 2000s. From TWA to Trump Shuttle (yes, a real carrier), airlines had come and gone over the century before. As the 2000s came along, people were much more likely to be ranting about the perception of being treated poorly going through security checkpoints, at the gate, or on the plane. And while September 11th certainly had a significant, negative impact on airlines, one that took years to overcome, the cost-cutting had already started: for the most part, airlines were no longer serving meals, and the era of ancillary revenue (fees for things that would have been standard 50 years ago) had started.
Who knew olives were so expensive?
There are certain carriers that are synonymous with charging for the majority of amenities. I’ve joked that Spirit Airlines, for example, charges for everything except oxygen, as it even charges those who want an in-flight bottle of water. Norwegian Air Shuttle, meanwhile, has become known for charging for meals – something once unthinkable for those traveling on transatlantic flights. Regardless of whether these actions have precedent or not, these carriers have begun to develop reputations for being extremely stingy with what they provide to customers in their respective markets.
To be fair, it’s not just the “budget” carriers that are cutting costs – the legacies are equally culpable, especially in the United States. A famous tale about carriers “penny pinching”: former American Airlines CEO Robert “Bob” Crandall found that he could save the airline in excess of $100,000 per year by removing olives from the salads served in coach (predictably, he kept the olives in the first-class salads).
That’s an extreme example, of course, but carriers are always finding ways to cut costs. Generally, it’s the people flying coach that have to bear the brunt of the reductions in service. For decades, no American carrier served complimentary meals in economy class on domestic flights, and – despite that trend being bucked by American and Delta earlier this year – currently the only way to get a complimentary economy meal is to be on certain transcontinental flights. Ultimately, if you’re lucky enough to be served a free meal on one of those flights, you’re in the minority – the majority of passengers flying domestic economy within the U.S. will not get a free meal (for the time being).
A Rock and a Hard Place
I have no problem admitting that I’m a British Airways fan. From the Union Jack tail and Speedmarque to the majestic combination of the two on the carrier’s Boeing 747-400, I can name numerous reasons that I like the flag carrier of the United Kingdom. I even had yet another excellent experience flying BOS-LHR-BOS on BA back in April.
However, I am not afraid to say that, in my view, the carrier has made a number of mis-steps in its effort to cut costs. The decision to start charging for food (albeit food from Marks and Spencer, a high-quality brand) on intra-Europe flights was, at best, a slight reduction in service to cut costs. At worst, it was the first step of a long-respected carrier losing its reputation as a customer service darling.
More than Meals
It’s not just the food that has passengers questioning the quality of Britain’s flag carrier. Since CEO Alex Cruz, the former head of Spanish low-cost carrier Vueling, took over in 2016, many have alleged that Cruz – along with Willie Walsh (CEO of parent company IAG and former BA CEO) – is trying to turn the carrier into a low-cost carrier of sorts, as a litany of “customer-unfriendly” changes are in the works in both the premium and economy classes. In addition to removing the second meal on westbound long-haul flights, he sounded out the possibility of charging for meals on long-haul flights in the future – a possibility that BA adamantly denied was on the cards at the time, but nevertheless one that upset passengers.
I’ve certainly been critical of Cruz since he’s come in. Additionally, I don’t think that running a low-cost carrier like Vueling is necessarily great preparation for running one of the world’s most venerable brands.
At the same time, I can somewhat understand why he’s making these (admittedly undesirable) changes. After all, new, low-cost carriers like Norwegian and WOW Air have begun putting pressure on transatlantic carriers to cut their prices in order to stay competitive. For example, when Norwegian can sell a JFK-LGW ticket for $300, it certainly makes one think twice about shelling out $600+ to fly JFK-LHR on one of the legacies, even if it means paying for checked bags or eating at the airport restaurant to save some money.
It certainly doesn’t provide the same allure as flying Emirates, but, as of this writing, British Airways is still listed as a SKYTRAX four-star airline – one star better than any of the American legacy carriers in American, Delta, and United. Yet amidst a number of recent complaints about the experiences in both the premium and economy classes, many would say that BA is not making it easy to justify paying extra for an allegedly less-than-stellar experience. The challenge for BA will be to balance its cost-cutting measures with improvements in passenger experience – improvements that will enable passengers to justify paying a premium to fly “the World’s Favourite Airline.”
Consumers Drive the Market
Food and amenities aren’t the only thing that airlines are cutting. Aside from staffing reductions, perhaps the most controversial cuts in the airline industry have been to something that directly impacts the comfort of (most) passengers: legroom.
That’s right: carriers – including American Airlines – are reconfiguring planes to hold more seats, which ultimately reduces the amount of legroom that each passenger is entitled to. In fact, Spirit of all carriers is giving American a run for its money. Just to underline how notable this is, Spirit is the same carrier whose planes are so crammed that its seats can’t be reclined (the carrier calls them “pre-reclined” – which, however disingenuous, is a brilliant turn of phrase, I must say).
Why would American do this to itself? United President Scott Kirby – who formerly held the same role at American – put it simply:
“Seat pitch has come down…because that’s what customers voted with their wallets that they wanted. … [E]very time airlines put more seat pitch on, customers choose the lowest price. Customers have to be willing to pay if they want more seat pitch. And the evidence is that they aren’t willing to.”
I have to say that I have some reservations about Kirby’s oversimplified supply-and-demand equation, as I don’t believe that load factors would suffer as much as he might claim if ticket prices were raised as a result of more legroom. Yet as much as we might hate to admit it, he is (mostly) right. These days, it’s all about finding the lowest price – although those low prices are more due to low oil prices and increasingly fuel-efficient aircraft rather than the benevolence of airlines.
Even so, I am as guilty of this as any: I almost always go for the cheapest ticket, as it is much easier to justify spending a sub-$100 amount to fly somewhere for a weekend versus shelling out $200+ but having more legroom. The unfortunate reality is that the current trend will likely continue: as we continue to demand cheaper prices, airlines will continue to shrink legroom to stay competitive.
On a lighter note, there is one thing you can do to combat experiencing ever-shrinking legroom: fly on my favorite American carrier – jetBlue!