The Disgruntled Traveler

“You are treated like a convict.”

The start of a journey used to fill Richard with great anticipation. But that feeling dissipates and transitions quickly into frustration the moment he reaches the airport.

“I used to look forward to flying because you get the feeling that you are about to reach home, but its no longer like that.”

“You are treated like a convict, (or) like you are not an adult. The signs everywhere tell you what not to do and you are given the impression that you have done something wrong…flight attendants have more rights than you do as a passenger.”

But flying also provides a “guilt free” me-time

It is a time that Richard can use completely to himself. It is the most pure form of “me-time” than any other occasion. At home, he’s never really free as he has his family around him all the time. Similarly, at work, work issues besiege him.

“..We are all busy. Work is chaos. It’s just a window of time that I have to myself. I can do a crossword…it’s a little indulgent. I would feel guilty if I do that at home. Here, it is out of my hands…the more I can avoid people, the more I can shut myself off.”

Planes are turning into buses

What does he see in the future? Richard’s eyes roll at the prospect of more unpleasant experiences. He envisions the relaxation of certain rules that will allow passengers to engage in business conversations while in the air. And he sees a gloomy future for American carriers.

“U.S carriers are getting far worse..they are turning into bus versions of planes.”

A broken airline industry

He feels the entire system is broken.

“The whole system works on patching up one band-aid over another band-aid.”

“I know that things can be better and they are just not in the U.S. I feel like I am being conned. It shouldn’t be a nickel and dime thing.”

Emirates = Middle East culture

Richard has never flown Emirates but his perception of the airline is deeply intertwined with his impression of the Middle East region. The brand conjures up images of princes with palaces who live a luxurious life and he expects the brand to provide quality services to its passengers. In the same vein, he will not be surprised if the brand claims to be environment friendly.

“If they can build solar powered, self-sufficient cities in Dubai they can do anything.”

It does not have to always be about luxury

For Richard, a world-class service does not necessarily always have to be about luxury. It can be just about old fashioned values – i.e. being treated with respect, and feeling that the brand trusts people and believes in them rather than being probed all the time to see what a customer might have done wrong.

“A great service diffuses any anger that you might have - instantly, “..You (should) just succumb to their service.”

“Everyone wants to feel like the rules does not apply to them..the feeling of being treated like a little extra.”

Airlines have become vent machines

In spite of being a frustrated traveler, Richard admits that air carriers have also become a magnet for people to vent their anger.

“There is a joy in traveling, it brings excitement and you experience child like moments. And you need a good experience to take you out of it too. But the airlines become a magnet of everything bad..it compounds itself and you look for excuses to be mad (at them)..something needs to break the chain.”