Airlines Should Know Goodwill Goes a Long Way

Like any business, airlines are ultimately in the relationship game.

The idea is to lure passengers with brand loyalty through good customer service and an engaging experience, with the end-goal being repeat business and, perhaps, word-of-mouth marketing that also lures other customers.

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Part of that model – for any business – should include a dose of building goodwill among the community, however small or large that might be.

American Airlines should understand that. American Airlines should understand that a little goodwill goes a long, long way.

In the last six months, American has made two decisions that could have gone a long way in building goodwill. Earlier this year, it ended bereavement fares, the lower-priced tickets used by passengers who need to fly somewhere at a moment’s notice due to a death in the family.

Last week, American decided to expand the age range for which it charges a fee for unaccompanied minor children. Previously, in addition to the cost of the ticket, American charged an extra $150 for children ages five to 11 to fly solo. Starting Sept. 3, that $150 surcharge will now apply to children ages 12 to 14 as well, according to an internal memo obtained by the Dallas Morning News.

In the instance of ending bereavement fares, American said it simply was aligning with the rest of the airline industry. Virtually every carrier no longer offers bereavement fares; United has a modest five percent discount.

In the instance of unaccompanied minors, this appears to be another instance where American is synching its policies to that of US Airways, with which it merged last year. Or, as many of you are already probably thinking, yet another ancillary fee from which the airlines can profit.

And I haven’t even mentioned American eliminating hot meals on some of its shorter flights.

My take?

Be different.

Everybody says "no." Say "yes" instead.

Engendering goodwill among your business base is invaluable, to say the least. There is no doubt that American Airlines already does some of this through charitable donations, sponsorship of events large and small – from community gatherings to basketball arenas in Dallas and Miami – and other efforts.

But more often than not the flying public doesn’t know about those charitable donations nor does it necessarily care that the Dallas Mavericks play in American Airlines Arena.

It would care if American did the little things that somehow are always largely noticed. Like maybe bringing back the bereavement fare. Like maybe lowering the surcharge for unaccompanied minors and thinking twice about this new policy of extending the age range.

Barely a month ago, American Airlines announced record second-quarter earnings of $1.5 billion and its first dividend since 1980. Let’s face it – passengers flying due to a death in the family and unaccompanied minors are an infinitesimal part of American’s business. Surely what American Airlines sacrifices economically in the short-term by implementing such goodwill gestures will benefit the carrier in the long-term.

It’s hard to believe American – and many other airlines – don’t understand that.