Happy Crew = Happy Passengers = Great Brand!

With airline mergers and takeovers happening around the world, and now looming in the US too, one of the biggest “obstacles†encountered by airlines is airline staff unions. I beg to differ.

Here are a couple of the latest news about crew unhappiness in the last few days:

Air France Agrees to Buy Alitalia for $1.2 Billion (but faces union troubles), March 17, 08 – Bloomberg
British Airways Pilots Protest Plan to Start New Airline, March 15, 08 – Bloomberg
Pilots have much to lose during mergers, March 9, 08 – USA Today

Internal branding as a strategic corporate communications tool
Airlines should ensure that they take good care of their employees in case of a merger, and not construe it as an obstacle. Having them in the fold and ensuring their happiness would help ensure that the passengers receive a superior brand experience. Some branding experts refer to this as internal branding, other claim this is integrated branding. Regardless of the terminology, it is an established fact that if the working conditions are good, the crew is happy, and that rubs off onto the passengers so that they too are happy.