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Editor’s lunch: Maintaining altitude

30 May 2019 by Hannah Brandler
Editor's lunch

Readers chewed over the issue of sustaining a world-class airline service at our recent editor’s lunch

Advances in technology and growing competition have made it all the more challenging for airlines to retain their world-class status in the skies. Readers of Business Traveller met in late March to discuss the subject over an equally first-rate lunch at the Royal Automobile Club on London’s Pall Mall.

Hosted by editorial director Tom Otley, the event was sponsored by Singapore Airlines (SIA), whose success in maintaining standards was borne out last year by the four trophies it took home at our reader-voted Business Traveller Awards: Best Airline, Best Asian Airline, Best Economy Class and Best Cabin Staff. After a champagne reception in the RAC’s Mall Room, readers enjoyed a three-course meal and exchanged their views.

Perhaps reassuringly, given the topic of how carriers could stay world-class in a competitive, high-tech world, it was the traditional aspects of an airline’s appeal that were first emphasised. One reader reminisced about her first experience with Singapore Airlines, remarking that it had created an “emotional connection with [her]” that still encouraged her to book frequently with the carrier.

Other guests agreed that flying should be “an experience, not a journey”, sparking the suggestion by one person that when it comes to the onboard experience, “innovations are secondary” to customer service.

Consistency was also deemed crucial to the endurance of world-class airlines. In the case of SIA, that has come from regimented and rigorous training practices. This extends to its food offering – for example, to ensure that its Book the Cook service is delivered consistently across the network, the carrier flies five executive sous-chefs around the world to train staff. The service allows premium customers to pre-order dishes that otherwise wouldn’t feature on a route.

Does an airline need to offer a meal pre-order service to remain world-class? One reader remarked that it was pointless, as he had experienced menu changes on flights, while others indicated that it could preclude you from an upgrade. Nevertheless, other readers highlighted that it made sure you could get your first choice, even if you were at the back of the cabin, and could prove useful to those with food intolerances.

The discussion also raised some of the challenges created by a world increasingly connected by technology. One reader pointed out the need for timely customer communication, particularly when it comes to delays. “The consumer will be one step ahead of the airline because of technology – if you’re telling me that my flight is late but it’s on its way, the chances are that I already know what’s going on,” he said. Carriers also need to work closely with airports to deal with any issues swiftly.

In-flight wifi was another hot topic, and one that was “challenging for airlines to get right” given that some readers prefer to “totally switch off when flying”, while others want the opportunity to work on a long-haul flight. While free wifi wasn’t deemed crucial in determining a world-class airline, the opposite was true for airports, which irritate business travellers if they levy a fee.

With airlines striving to differentiate themselves by offering everything from personalised IFE systems to live TV, readers were asked which of these initiatives actually made a difference. One remarked that carriers needed to focus on the “cost benefit of delivering that personalisation and what value it brings to the customer”. While SIA suggested that “the surprise element would enhance the passenger experience”, readers said they “wouldn’t be particularly swayed” by such efforts.

Instead, personalised services might be put to better use in the lounge, where “there was no attention at all” on the guests, rather than at 35,000 feet.

Ultimately, an airline needs to get the fundamentals such as its loyalty scheme right to encourage repeat flying. Singapore Airlines described ways that it allowed customers to stop their miles from expiring – using them to purchase products on the Kris Shop, for example.

While much of the discussion focused on ways in which carriers could improve, the event ended on a positive note, with one participant urging those assembled “not to forget the richness of travel”. With airlines continually adding routes to their networks, our ability to experience new places while we work has never been greater. And that was something well worth raising our glasses to.

To attend a future editor’s lunch, please email [email protected], stating your name, job title, company and topics of interest.

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