In this time of increasing pressure on airlines, it’s been interesting to see how they have begun to respond to these changing business conditions.

As services, airlines can pursue physical improvements, such as more efficient engines, newer planes, installing entertainment centers in seatbacks, fancier first-class seats, alternative fuels, and so forth.

However, those tend to be costly investments which take time to implement, and in some cases may produce questionable results. For example, installing entertainment systems may improve customer loyalty and satisfaction, but those entertainment centers also increase the plane’s weight and may ultimately add to the airline’s fuel costs. (That being said, I much prefer seatback entertainment centers to the alternative of single CRTs or projectors for an entire cabin, and this preference plays a significant role in determining which airlines I fly with.)

An alternative choice for airlines is to pursue experience improvements which, while perhaps not reducing fuel costs, can still play a role in retaining frequent fliers and gaining new customers.

For example, Air Canada offers a mobile check-in service. In addition to accessing flight itinerary information and flight status through their mobile device, passengers can also display an electronic boarding pass in the form of a 2D barcode on their screen. Using this electronic boarding pass, passengers can pass through security and board the plane. When combined with electronic check in (available through web or mobile devices), this means that passengers can now travel paper-free.

As most existing electronic check-in processes still require you to print the boarding pass, this type of experience improvement provides a smoother check-in and boarding process. Printing a boarding pass may seem like a relatively minor hurdle, but it’s more difficult than you might think when traveling abroad or when you’re in a rush to the airport.

Another example I stumbled across recently was during a trip to San Francisco, California on United Airlines.

At my departure gate, a flat-screen monitor was pointed at the waiting area, displaying seating information such as upgrade status and a standby list, along with flight status and departure information. Individuals on the lists were identified by abbreviations of their names (presumably to protect their privacy as much as to fit within the constraints of the text field). The display rotated through several other screens, including standby status and “cleared” status, with supplemental screens providing additional instructions.

Again, this might seem like a minor innovation, but it’s the first time I’ve run across an airline that’s increasing transparency in such a way. Not only does this make the passengers feel more in control over the process of flying (even if this feeling is not 100% true), but it reduces stress and work for the airline employees behind the check-in counter. Instead of fielding questions about upgrades, they can focus on other, more important tasks.

A quick bit of research shows that United has been displaying upgrade information for a while, albeit in the less-user-friendly format of seat numbers:

The current format of displaying passenger names is reminiscent of the screens behind the Genius Bar in Apple Stores. Seems the important thing is to acknowledge the presence of the customer; even if that person doesn’t advance in the order very quickly, he or she still knows that they’re in line and will eventually be called upon. It’s a form of reassurance and perhaps even affirmation (you’re important enough to be added to the list), and it helps reduce anxiety.

This type of information transparency promotes a level playing field, in that everyone knows who is next in line. In theory it’s hard for someone to jump the queue when everyone else is watching for the next name to be called.

But, more importantly, it’s a sign of respect. Not only does the sign reflect your name (not some anonymous seat number), but it also takes into account the value of your time. Knowing your position in line and roughly how quickly people are advancing means you can estimate whether you have enough time to go to the bathroom, or make a phone call, or respond to an email, or just enjoy a conversation with your friend or neighbor.

The concept is essentially a more sophisticated, upgraded version of the ticket with a number on it. In both cases you have recourse, either in the form of a number or a screen with your name on it, in the event that you’re passed over in the line.

(Creative Commons licensed image courtesy of *christopher*)

Considering all of this seating information is already stored somewhere in the airline’s system, it’s not a huge leap to imagine connecting this kind of seating information update to the electronic boarding pass: if they are already sending boarding information to your mobile device, why not directly inform you about seating upgrades?

This type of personal service could be smart—the nice thing about the seating area screens is that the information is available to everyone and you don’t pay for an SMS or data transfer to/from your mobile device—and inform you of changes only when you’re within your home location or roaming area. Follow that update with a with a screen that lets you upgrade your seat if any openings are available, along with a button that charges the credit card on file for the ticket you purchased (or a payment method you designate).

For that matter, why not hook the service into the catering for the plane, and allow passengers to select their meal in advance? No more getting stuck with the leftover meal choice that nobody wanted!

I’m sure there are other experience innovations that airlines have implemented. What are your favorites?