Middle-class air travel: What happened to it?


Imagine a car industry that only offered two models, a Mercedes-Benz (NYSE: DCX) S600 and a Chevrolet (NYSE: GM) Aveo. A restaurant industry that forced you to choose between Taco Bell (NYSE: YUM) and Smith and Wollensky (NASDAQ: SWRG), with nothing in between. A clothing industry that offered only K-Mart (NASDAQ: SHLD) house brands and designer labels, no Old Navy (NYSE: GPS) or Crocs (NASDAQ: CROX).

Intolerable, right? We middle-class shoppers demand products with a modest price but acceptable quality.

So how did we end up with an airline industry that offers only two real choices, cattle car or royalty? Where are the middle-class offerings? My wants are not complicated. I want a little more room. I want quicker check-in. I want to talk to real people when my flight is delayed. I want the kind of service I would receive at Applebee's (NASDAQ: APPB), or a Holiday Inn (NYSE: IHG), or (to shoot for the moon), Nordstrom (NYSE: JWN)

Unfortunately, I receive service that is rated by the American public as worse than the IRS, seating reminiscent of my grade-school desk, and the punctuality of a grunge band concert.

The airlines will probably point out the we, the consumers, react only to the bottom line, that only rock-bottom prices are any guarantee of market responsiveness. Thus the continual drive to trim the bottom line, resulting in companies with as much fat as a Darfur food line.

I don't buy this argument, however. I believe the reason we don't have airlines that offer a little more comfort and service for a little more money is that they have not convinced the public that they can deliver such an improved product. JetBlue (NASDAQ: JBLU) is a good example of this. After building a reputation for a better quality experience, they allowed it to evaporate overnight in the recent winter debacle.

I believe the business opportunity is still there, for the airline with the courage to quit fighting for the commodity trade. Some day, an airline will stand up and offer human-class transportation. For 25-30% more, they will offer commodious seats, adequate staffing of the customer service counter, a comfortable lounge in which to wait out late flights, schedules flexible enough to overcome most missed connections, and a well-paid, professional staff. Like airlines of the 1960's.

A middle-class airline. That's all I ask for.

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Last updated: February 12, 2012: 03:38 PM

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