Historically, the passenger airline industry has put a high emphasis on service. Future air travel service may look a lot different, though, with a growing push for self-service.
When you imagine flying in the golden age of aviation, from the 1930s through the 1960s, what do you envision? Even if you weren’t actively traveling for business during this era, you’ve probably seen depictions of the experiences your parents or grandparents enjoyed while flying, in photographs or media. Flying was a luxurious affair, with extravagant in-flight dining, lots of leg room and personalized service from gate to gate. It was hardly the harried, stressful experience that flying can be today.
Over the years, we’ve seen some airlines attempt to bring back the luxury of flight, with high-end first and business-class products. However, by and large, more and more airlines are moving to value add-ons and ancillary self-service options for Travelers. These reduce the need for hands-on service provided by an actual staff member. Future air travel service looks as if it will be overrun with tech-powered bag tracking, AI-powered assistants, self-service kiosks, automated passport control, biometric boarding and more.
Here are just a few examples of some recent changes you might notice the next time you fly.
Airlines are Adding Electronic Bag Tags to Their Baggage Systems
Close to 20 international airlines have already integrated electronic bag tags into their baggage systems. These include Lufthansa, KLM, Qatar Airways, Icelandair, Austrian Airlines and Aegean Airlines. If you’ve yet to use one of these electronic bag tags, here’s how it works, at least with Alaska Airlines.
Alaska Airlines was the very first airline to implement an electronic bag tagging system. The system negates the need for Travelers to wait in line at the airport to tag their bags for checking. Instead, Travelers can buy an electronic bag tag for just under $100.
The electronic tag fastens to your luggage. Within 24 hours of your flight, you can use your phone and the Alaska Airlines mobile app to check-in for your flight and activate your electronic bag tag, following the app’s prompts. Then, once you’re done, all you have to do is drop your bag with an agent at a bag drop area. Again, there’s no waiting in line to print a bag tag and fasten it to your bag, at the airport. There’s no waiting in line to speak with an airline agent who will print the bag tag for you.
Airlines and Apple Will Help You Find Your Lost Luggage
While this evolution in future air travel service might seem more common sense than revolutionary, it’s still received its fair share of news coverage. Now, if you have an Apple AirTag and often use that AirTag to track your luggage while traveling, you can share that AirTag information with your airline, should the luggage go missing. Then, the airlines’ agents can more seamlessly assist you in locating the luggage. This helps them resolve the situation more effectively and efficiently.
Currently, United Airlines, Air Canada, Delta Air Lines and Aer Lingus will all allow you to share your AirTag items’ locations with airline agents, when you report lost luggage. Other airlines are planning to follow suit. These include Air New Zealand, Austrian Airlines, British Airways, Brussels Airlines, Eurowings, Iberia, KLM Royal Dutch Airlines, Lufthansa, Qantas, Singapore Airlines, Swiss International Air Lines, Turkish Airlines, Virgin Atlantic and Vueling.
(And if you’re worried about privacy, rest assured that you can “un-share” your items’ locations whenever the lost luggage is found.)
Airlines Enlist AI Assistants
AI has taken over the travel industry. More and more travel providers are using AI to help Travelers get the travel experience they need, whether that’s providing tailored hotel recommendations or putting together a full itinerary.
Airlines are not immune to this trend. As of just January, Delta unveiled its new AI-powered Delta Concierge, accessible via the Fly Delta app this year. Using generative AI, the tool works in a variety of ways. Customers can interact with it via text or voice, and then the concierge will help provide guidance or assistance. The more Travelers use the assistant, the more it will better anticipate Travelers’ needs. For example, the concierge might notify Travelers that their passports are coming up for renewal. They might let Travelers know ahead of time that their destination is expecting poor weather, so they can pack accordingly. It can even provide directions through an airport.
Delta plans to further enhance the concierge tool, by adding extra features that make the in-flight experience more enjoyable as well.
Future Air Travel Service: A Boon or Burden?
These are just a few ways the airline industry is moving more toward self-service and making the flight experience one that’s more of a DIY, go-it-alone approach (with, of course, the help of your AI companion). It’s a far cry from the human service-heavy experiences of decades past.
So, is future air travel service something to look forward to or something to dread?
The reviews are mixed. On one hand, all of the above examples can make your travel experience easier and more convenient. Electronic bag tags make for less overall waiting in airport lines. Using AirTags to track your lost luggage can provide peace of mind, versus the old method of finding your lost luggage, which merely entailed calling up the airline, reporting the luggage lost and then hoping and praying. An AI assistant can provide much-needed information at a moment’s notice. It negates the need to wait on hold to speak with an actual human.
However, some feel the airline industry might be taking things too far. In a USA Today article published in 2023, one travel advisor said of the current air travel experience, “It feels like you’re being punished if you need a little help.” A study at the time found that the majority of Travelers, though having used AI in some way when planning travel in the past, still wanted the option to talk to a real staff member.
The article also pointed to airlines like Frontier that have historically charged more for agent assistance. Along these lines, it noted that, while airlines may say all of these changes are for the passengers’ benefit, they do actually help airlines cut costs.
What Do You Think?
Are you excited about future air travel service? Or do you dread the next time you fly? And have to manage the entire process through a series of AI assistants and self-service kiosks?
As an Executive, think about the process, as well as how it impacts your organization’s business Travelers. Then, talk to your Travel Manager about how you can ensure the business travel experience continues to be positive for each and every team member — no matter how the industry continues to evolve.
For more on the latest business travel industry trends, check out the JTB Business Travel Waypoint Blog.
