Nowadays, it seems very rare for an airline to do something truly innovative and greatly beneficial to its passengers.
Today however I’m able to relate just such a tale to you, gentle readers!
Air New Zealand, not one of the world’s largest airline conglomerates, has managed to think a long way outside the square when the company realised that there were a number of different kinds of travelers using its services, and that simply dividing up the passenger cabin into economy (or coach) class, premium economy and business class didn’t necessarily take account of each of the differences.
In a flash of inspiration, Air New Zealand decided to analyze this factor, and have turned up 5 different categories of traveler, and decided to categorize them in terms of a TV show that some of us love (and dare I say equate to).
Now it’s time for you to consider each of these in turn, and decide just which type fits you best.
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The Marge Simpsons of the flying world see everything in a positive light, and are always fidgety and excited.
The “Marges” of travel see the flying experience as fun and really enjoy engaging with all of the various aspects of the trip itself. You’ll recognize a Marge by the fun that he or she is having from the moment of getting on board right through to the end of the flight. The airline believes that about 10% of us are “Marges”. |
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Are you perhaps a “Lisa”?
The Lisa Simpsons of flying are considered to be the “cocooners”. These travellers tend to view flying as a necessary part of most trips and are generally specialists in simply zoning out. Cocooners are not highly involved in the flight, and tend to look after their own needs, preferably in a quiet part of the cabin, away from family groups and other distractions. According to the airline, Lisa’s account for about 17% of the traveling public. |
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Bart Simpson represents the traveling socialite.
Almost 1 in 3 of travelers (about 30%) fit into the Bart mould. Socialites need interaction with others – they can’t entertain themselves, and must talk to crew and other passengers to ensure that they are recognized. “Barts” will also expect the airline to offer them the amusement and experience that they need to make the flight endurable. |
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Maybe you are more like Homer’s boss, Mr Burns.
This style of traveler is typical of many business travelers: he wants to be left alone, and is known to aggressively claim his territory within the cabin space, including the arm rest. The “Mr Burns” travelers will become angry with issues they see as failing to meet their own requirements and needs – things such as delay in clearing their meal tray or the traveler in front laying back their seat too far (in Mr Burns’ opinion). More than 25% of the travelers on your next flight are likely to represent Mr Burns. Are you one of them? |
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Those passengers who don’t fit into the categories above are probably in the “Mo the Bartender” space.
“Mo’s” tend to see the travel experience as simply an unpleasant way of getting from A to B. They don’t like flying, and are very hard to please. This group is not generally very receptive towards any attempt by the airline and its staff to make their experience special in any way. |