Happy Jetting
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Happy Jetting
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A M A G A Z I N E F O R A I R L I N E E X E C U T I V E S
2 0 0 9 I s s u e N o .2
T a k i n g y o u r a i r l i n e t o n e w h e i g h t s
Happy Jetting A Conversation With … Dave Barger, PresidentAnd Chief Executive Officer, JetBlue Airways, Page 14.
Air Malta makes big changes across entire organizations
© 2009 Sabre Inc. All rights reserved.
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Global carriers take various steps to remain46Planning departments follow industry best in the black practices to compete
wearelistening@sabre.com
Happy Jetting
A Conversation With … Dave Barger, Chief Executive Officer, JetBlue Airways.
town airline, Fe is,ayrwAie lutrohomek’s or ewstseor ti gug spom t inutsa ob’t son ty ettinut sael A to point , it’s about proiding superior serice in eery aspect o each customer’s air trael eperience t’s a common goal among airlines around the world, but one o many things that makes etlue stand out is its “ustomer ill ights,” which outlines eactly what inconenienced customers can epect during times o serice disruptions that are within the carrier’s control And that’s ust the tip o the iceberg or etlue, which prides itsel on haing created a new airline category based on alue, serice and style etlue keeps customer satisaction and comort at the oreront t oers “Lots o Legroom” and superspacious “en ore Legroom” seats t was the irst in the region to introduce inlight email and messaging serices t oers 6 channels o , 1 channels o irius adio and unlimited brand name snacks it doesn’t charge or irst checked bags and the list goes on “uring 8, we continued to improe the trael eperience or our customers onboard our aircrat,” etlue resident and hie ecutie icer ae
ae Barger, ho oined JetBlue Airay’ board of director in and i year
later took the reign a chief eecutie officer, recognie that eceptional cutomer erice, in the air and on the ground, i the key to the carrier’ ongoing ucce arger told shareholders earlier this year “or eample, we modiied our leet with a product we call en ore Legroom en ore Legroom seats proide our custom ers with 8 inches o pitch in selected rows or a modest ee e beliee our cabin eperience, which includes the most legroom in coach based on aerage leet wide seat pitch or airlines and and irius adio installed by our Lie subsidiary, to be ‘best in class’ across the industry” As a result o its detail to customer satisaction, the airline has won more than 1 awards in categories such as est Large conomy lass, est nlight ntertainment, ost coriendly Airline, est neat omort and est orth American Lowost arrier “or the ith year in a row, etlue achieed the o 1 customerserice rank ing among lowcost carriers by ower and Associates, arger said “his award, ” and many others, is a testament to the dedication o our crewmembers who do a tremendous ob deliering he etlue perience to our million customers annually” uring the course o nearly 1 years, the airline has built a stable, un eniron ment or its crewmembers — the airline’s term or employees — and a pleasant atmosphere or its customers t con tinually engages in community actiities to support nonproit organizations in the
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cities it seres And it iews its strategy or continually improing the enironment as its social responsibility n addition to proiding top ser ice to its customers and a warm work enironment or its more than 1, crewmembers, etlue has a knack or cleer themes, such as its “appy etting” tagline, and witty adertising that holds iewers’ attention through comedic dia log, such as that o its “elcome igwigs he ’s uide o etting” ideo hether in the air or on the ground, etlue stries to delier on its promise to proide worldclass serice, conenience and comort to its millions o customers t operates out o ew ork ohn ennedy nternational Airport’s erminal , which it reers to as “home sweet home,” and oers “etters” uick, simple checkin, up to security lanes, 6 gates with ample seating, complimentary ii, dining options, retail locations and a children’s play area “n 8, we marked the beginning o a new chapter in etlue’s history with the opening o our new erminal acility at Airport,” arger said “his pro ect, a partnership with the ort Authority o ew ork ew ersey, inoled si years o planning and construction and includes 6 gates, new roadways, a parking structure and a connector to the
Airrain e beliee we hae a tremen dous adantage being based in ew ork, the largest trael market in the world, and erminal gies us the opportunity to proide superior customer serice on the ground that matches our awardwinning eperience in the air ” n ay , arger was named etlue chie eecutie oicer, assum ing the additional title o president this year e has sered on the airline’s board o directors since 1, and rom 18 to , he sered as the airline’s chie operating oicer e’s been in the airline industry or more than two decades, ser ing in seeral management positions or ontinental Airlines prior to the ounding o etlue in 18 n a recent interiew withAscend, arger shared his thoughts about what makes etlue Airways an industry leader Question: JetBlue Airay introduced a ne airline category baed on alue, erice and tyle hat contitute thi a a ne category, and ho i it different from hat competi tor are doing A n s w e r : n the past, when people looked at the airline industry, they saw two main kinds o airlines — traditional or legacy airlines and lowcost airlines n recent years, there’s been a
JetBlue Airay ha tailored it aircraft to include it “en More egroom” product, offering inche of pitch in certain ro The carrier’ contant detail to it “etter” ha earned it the o cutomererice ranking among locot carrier fie year in a ro
blending, so to speak, o the character istics that used to be associated with each o those types as our industry has aced many challenges hether it’s 11, A, high oil prices or economic recession, airlines hae had to adapt raelers hae begun to shop or air trael with more o a ocus on price e recognized this early on and decided to distinguish ourseles as the preeminent alue carrier in the Americas etlue will oer competitie ares, which any airline can do, but we can oer much more alue that other carriers can’t, whether it be ree onboard entertainment, unlimited complimentary snacks, great legroom and a ree irstchecked bag, all coupled with riendly serice And by oering custom ers the option to purchase up, or our more inches o legroom in our en ore Legroom rows or irstrun moies, or eample, they can add alue that’s impor tant to them e oer a great eperience to our customers today without nickel and diming them or it
Q: JetBlue’ complimentary in flight email and intant meaging er ice ere a firt among S airline Ho important are thee type of er ice to cutomer hat feedback hae you receied from cutomer about the additional erice A: As we’e looked at connectiity at altitude, we’e recognized the desire or customers to stay connected with riends and loed ones on the ground, especially on longer transcontinental lights e’e been testing these capabilities on one o our aircrat — named etalue — or almost two years now, and the response has been ery positie he ability or a customer to email or stay connected ia instant mes saging to those on the ground is a great option, especially when it’s oered ree o charge, and the eedback we’e receied rom customers on etalue lights has been oerwhelmingly positie e’re plan ning to roll the product out to additional aircrat starting this year, with the goal to add it as a complimentary amenity to the etlue inlight eperience Q: JetBlue Airay i the firt and only S carrier to declare a Cutomer Bill f ight hat a the purpoe for creating a Cutomer Bill f ight, and ho doe it contribute to JetBlue’ ucce A : e created the etlue ustomer ill o ights in early ater eperiencing some operational challenges due to winter weather e wanted to pro ide customers with a tangible document outlining eactly what they can epect
JetBlue not only take good care of it cutomer, it offer a ecure, enoyable atmophere for it , cremember, ho ork together a a team to enure the bet poible trael eperience for all etter
rom us i their trael plans becomethi ne tagline throughout it bui isrupted his goes back to our desirenee, and ho ha it made a differ o bring humanity back to air trael, oneence from a cutomer perpectie our goals since launching serice inA: is what the other guys lying e’re a customerserice company d o e t t i n g i s w h a t w e d o h e r e a t hat ust happens to be an airline he etlue lying has a history o negatie ustomer ill o ights allows customers connotations, so we decided to distance o hold us accountable as we welcome ourseles rom it his was more than hem onboard a marketing campaign not only did we change the terminology used across the : n it eighth year of erice, JetBlueentire airline — the term “lying” isn’t iray aid goodbye to flying and i n t r o d u c e d — e t t i n g a n y w h e r eu s e d ello to etting ith it “Happy Jetting”t i i e s t d e n i t i n k i n g h w e w o a ya n agline Ho ha the airline leeragedthe alue proposition that we oer our
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Cat member of The Simpon Moie from left Homer, Marge, Bart, ia and Maggie trael in tyle ith JetBlue Airay, “The fficial Airline f Springfield”
customers and sets us apart rom other airlines t helps eplain why etlue is uniue in a un way
Q: at year, JetBlue became the official airline of the Boton ed So profe ional baeball team Ho did thi agree ment come about, and hy i it important to the airline A:er the years, our growth in cities outside o ew ork has been considerable oston has become a ery important market or us e now oer the most nonstop des tinations rom oston o any airline t’s our second home As we’e grown, we’e looked or ways to deelop strategic sponsorships with key organizations e’e been ortunate to deelop a great relationship with the oston ed o as the team’s oicial airline e’re also ecited to hae recently announced a new partnership with the ew ork ets, which is our irst maor sports ranchise partnership in ew ork, our hometown
Q: Ho did JetBlue Airay become “The fficial Airline f
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Springfield” in celebration of The Simpon Moie A: e like to look or un and ecit ing partnership opportunities he release o he impsons oie was the perect way to celebrate our etensie serice to the greater Los Angeles area e een hosted a contest with a grand prize that included two tickets to the moie’s premiere in ollywood And i you’e eer wanted to see omer, arge, art, Lisa and aggie impson traeling in style, we hae the photos that show it Q: n , JetBlue Airay receied the highly coeted iamond Certificate of cellence Aard from the S Federal Aiation Adminitration hat ere the main reaon for inning uch a pretigiou aard hat empha i doe the airline place on inning uch aard and hy A: e were honored to receie the AA’s iamond ertiicate o cellence Award or our maintenance technician train ing program An award like this highlights
the ecellence o our training programs and the dedication o our crewmembers e’e also receied a ariety o recogni tions throughout the years or oering cus tomers eceptional customer serice like — ie consecutie recognitions by ower and Associates or ecellence in customer satisaction Any recognition we receie is directly related to the dedication o eery etlue crewmember who stries to meet the needs o eery etlue customer Q: hen other airline began charging paenger for the firtchecked bag, hy did JetBlue chooe not to fol lo uit A:e are ocused on creating a new airline category best described as a alue airline here are certain things we beliee should be included as part o a ticket ight now or etlue, that includes an assigned seat with industryleading legroom, ree sat ellite and radio, unlimited complimentary snacks, and a ree irstchecked bag hen these items are combined with etlue’s awardwinning riendly serice, we hae
what we call the etlue perience t’s what’s sustained our airline or almost 1 years and is positioning us or uture success
Q: A part of it continuing com mitment to gie back to the communi tie it ere, JetBlue partnered ith aBM, a nonprofit organiation that eniion building play area ithin alking ditance of eery child in the nited State Ho many play area hae been built by JetBlue employee, hat impact doe thi initiatie hae on thee employee, and hy i it highly important to the airline A:e hae been ortunate to part ner with a or seeral playground builds in etlue cities n eptember, we completed our seenth build, which happened to be right down the street rom our corporate support center ur crewmembers hae tremendous passion or our industry, but they also are pas sionate about the communities in which they lie hat’s why it’s important we partner with organizations like a and the American ancer ociety to allow our crewmembers the opportunity to gie back to their communities and to be a good corporate neighbor Q : J e t B l u e ’ C u t r e a c h Program included a humorou com mercial, “elcome Bigig The C’ uide To Jetting,” targeting C ho ere accutomed to flying on priate et hat ere you triing to achiee through thi program and accompany ing commercial And ho ucceful ha thi initiatie been in attracting ne buine A:ur elcome igwigs campaign was a tongueincheek adertisement and iral ideo series welcoming s and other eecuties to trael with etlue ater being banned rom using their pri ate ets he goal was to humorously use current eents to portray the ameni ties eery customer eperiences when traeling with etlue he campaign was perectly timed with current eents and receied interest by the general public and the news media he buzz generated by the campaign was a huge success t showcased that etlue likes to do things dierently and that we hae a un edge about our brand Another eample would be our All ou an et pass, which receied an etraordinary amount o social media attention and news coerage Q: hat are ome top reaon cutomer chooe JetBlue rather than
JetBlue Airay trie to achiee erice ecellence in the air a ell a on the ground Baed out of e ork JF’ Terminal , the airline offer imple checkin option, ample ecurity lane, ufficient eating at gate, free iFi, eeral dining and hopping enue, and a children’ play area
competing airline hat tep doebring this enironmental awareness back to JetBlue take to retain cutomerthe workplace, and it maniests itsel in things A: singleengine taiing where our pilots only likeAt etlue, we strie to add alue to eery customer’s eperience, and that’s use one engine to tai aircrat when on the why customers choose to et with us again ground his saes uel and helps the eniron and again he ree satellite and radio, ment at the same time etra legroom, unlimited complimentary snacks, and ree irst checked bag add alueQ: hat role doe technology play to the price our customers pay or a ticketin the ucce of JetBlue Ho ha tech ut those are the tangible things he mostnology changed and eoled ince the important element that keeps our customairline began erice a decade ago ers coming back is the caring and riendlyA:echnology has played a large role attitude ehibited by our crewmembers in our success e launched serice nearly hat’s the secret that makes etlue suc 1 years ago as a completely eticket airline cessul and helps us stand out rom other e’e neer had paper tickets ur resera airlines tions crewmembers work rom their homes e were the irst domestic airline to hae Q: Ho inoled are JetBlueseat — in economy class, nos at eery Airay’ cremember in Jetting toless ast orward seeral years, and we reen, your enironmental utainabilityintroduced complimentary inlight email and program n hat ay i JetBlue goinginstant messaging serices on our aircrat aboe and beyond to make a difference inetalue, a irst among domestic air the enironmentlines e look or ways to use technology to A: enhance the customer eperience and also to ery etlue crewmember plays a role in the success o our airline, and that operate eiciently mart use o technology includes enironmental initiaties as well can drie business success etting to reen is a platorm that allows us to share our enironmentally riendly practicesQ: here do you ee JetBlue and to promote education and olunteerismAiray in fie year hat poition the e hae corporate elements to the programairline for longterm ucce — like our partnership with arbonundorgA:etlue is poised to be the preemi that allows customers to oset carbon emis nent alue airline in the Americas Approaching sions generated by their lights — and we our 1th anniersary, our strong business hae eents that allow our crewmembers to model, epanding network, young leet, ame do one thing that’s green All across our net nityrich serice and riendly crewmembers work, crewmembers olunteer to plant trees are the tools we will use to reinent the air or clean up beaches and parks And then they line business all oer againa
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