Opinion by Sanjiv Kapoor, Chief Commercial Officer, Vistara 

At John F. Kennedy International Airport, New York, there is an airline terminal that looks like a magnificent bird with sweeping wings. This is none other than the former TWA Flight Centre that was built in 1962. It served as the home to the legendary Trans World Airlines (TWA). The carrier closed its operations in 2001 after having been acquired and merged into American Airlines.

Fast forward to 2019, the terminal reopened as TWA Hotel that takes people back in time to the golden age of aviation with its old world charm. The hotel’s staff don retro uniforms, there’s red carpeting almost everywhere and Frank Sinatra hits are often played in the hotel lounge. There is even a restored 1950s vintage TWA Lockheed Constellation Starliner aircraft that has been converted into a snazzy bar. The entire experience is designed to teleport guests to the era when flying was special; something to look forward to and dress up for.

As we hurtle towards the third decade of the 21st century, there is a sudden wave of corporate nostalgia around the world, as brands are increasingly embracing their histories to connect with consumers. From the social media-born #10YearChallenge to old logos and long lost products, brands are definitely taking people down memory lane. Some do it to attract culture-curious millennials while others do it to reconnect their clients to the past, almost always resulting in nostalgic smiles. By means of adding a touch of personalisation to the flying experience, this phenomenon has sprung into the world of aviation too.

Back in 1932, JRD Tata, the ‘father of Indian aviation’, started India’s first scheduled airline, Tata Air Lines. In 1946, he renamed it Air India, which became the country’s flag carrier. JRD Tata remained at its helm even after it was nationalised in 1953, nurturing it until 1977. His legacy continues to inspire airlines to this day, a symbol of which is one of Vistara’s Airbus A320 aircraft, India’s first Retrojet that is painted in the colours of the original Tata Air Lines. This effortlessly reminds people of the glorious heritage of the Tata group.

It’s safe to say that a lot has changed since the golden era of aviation. Flying is no longer as glamorous as it was. Instead it has become a monotonous chore and a necessity rather than a luxury. With the rise of India’s middle class along with the rapid growth of the global Indian segment that demands innovation and excellence in every experience, there is definitely an opportunity to challenge the narrative and improve the experience of flying.

In my opinion, flying no longer needs to be the necessary evil to be endured between the comfort of home and the final destination. It’s important to understand that the golden age of aviation was about making people feel special and not just about identifying them as seat numbers on an aircraft. And, it’s nothing more than the small touches of elegance and priceless thoughtfulness — a smile, a kind word, a personal greeting — that can make this experience memorable.

Anticipating the customers’ needs, and being sensitive to their specific requirements costs nothing. What primarily needs to change is the mindset. We need to get away from policies, which substitute short-term profits and move towards long-term loyalty and advocacy. We need to make air travel something to look forward to again, to bring back the magic and romance of flying. The need of the hour is to make the journey as important as the destination, so that travellers receive the same standard of excellence from their flying choices as they do for their other lifestyle experiences. Flying must evolve into a more personal and enjoyable experience!