Recently I flew from Vancouver to Boston on Canada's national airline Air Canada. I was a little perturbed when my meal wasn't included, though I seem to remember a recent announcement that in-flight meals were no longer going to be complimentary and replaced with a deli-style a la carte service. Not so shocking these days. But when I asked for a pillow and was told even those were no longer free and cost $2 each, I was offended. I understand operating costs are increasing, but please! A pillow? What happened to the glamour and elegance in air travel? I can't imagine charginf for pillows and blankets will do anything except harm the brand. What's next? Charging to use the loo? Now flying is just like sitting in a crowded bus – mind you, a really fast bus.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in