It strikes me that more and more brands are promising one experience but delivering a very different one. Take United Airlines. Please!
My business travel experience has gone to hell in a handbasket ever since United absorbed Continental in a recent merger of equals (to which I reply, 'Ha!' There never has been, nor will there ever be a merger of equals). And, to pour salt in the wound, United is running a multi-million advertising campaign touting such achievements as the industry's newest fleet of aircraft, the most destinations of any domestic airline and, yes, Virginia, a solid on-time performance record. Choke me with a spoon!
In the past few weeks alone, I've suffered back-to-back, three hours delays flying to, and from, Manchester, NH, from Newark Airport, a nifty four-hour delay from Logan and yesterday's cancellation of a flight caused by what a Manchester gate agent described as, 'Weather, or a mechanical problem. It's Newark Airport, so we never really know.'
The world-weary United agent then asked if I'd be willing to fly on another airline to LaGuardia. 'Sure,' I responded. She checked the screen, shook her head and snapped, 'Nope. That flight's already over its weight limit.'
Then, my United experience morphed into an act from the theatre of the absurd. 'I'm going to try and get you to Boston!' the gate agent declared. I was stunned. 'But, I don't want to go to Boston,' I replied. 'I'm not going to risk changing planes with your airline's shoddy record.' She then clapped her hands together and said, 'Well, chop chop. Make up your mind. What do you want to do?' She demanded. I canceled my flight, rented a car and drove six hours to get home.
All of this wouldn't matter if United wasn't bombarding me with ads and airport posters containing such, feel-good headlines as:
– 'It's time to fly!
– 'Life is a journey. Travel it well.'
United is a Janus-faced organization, talking out of both sides of its mouth (or cockpit, if you prefer).
If I were prostituting myself by writing completely false copy about a godawful airline, I'd riff on the classic Eagles tune, Hotel California. With United…..
'You can check in, but you can never leave.'