• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

    Follow me on Twitter

New Delta uniforms? How about updated planes?

I travel a lot for business and one thing never seems to change. I continue to hate the airlines.

Since I have a limited number of airlines to choose from where I live, the three I typically hate the most are United, American and Delta.

The things I hate about them seem fixable and would have a great impact on their brands and consumers’ preference for those brands. They are really easy things like a more comfortable seat, in-flight entertainment options, plane updates and on-time service. I would also like the gate agents to be a bit friendlier and helpful too, but I may be asking too much.

Delta uniforms
OK, so the new Delta uniforms are nice. Who cares?

So you can probably understand my confusion as to why American has made such a big deal about redesigning its frontline staff’s uniforms. There are new Delta uniforms too.

The new American and Delta uniforms don’t make flying any better.

There are a lot of things wrong with the airlines. If one were to list them, flight attendant uniforms would probably be about 400th on the list. It’s not like I ever really noticed anything wrong with the old uniforms.

To be fair, the new uniforms may provide a sense of pride to the front-line folks that might make them a bit happier. I’m sure that will last for about a month.

However, the airlines continue to do things that don’t actually improve things for the flying customer. The planes are old and look worn out. In commuter jets, seats are threadbare and have no cushion. Beverage service consists of a quarter can of soft drink poured into a plastic cup filled with ice. Seats don’t have power and, even on those very few flights that have internet or in-flight entertainment, the coverage is spotty at best.

I would have no problem with the new uniforms if they represented something larger, such as upgrading the planes the same way airlines have upgraded their uniforms. Honestly, that would have a significant effect on their brands.

Invest in that, American and Delta. I can certainly live with the older uniforms.

One thought on “New Delta uniforms? How about updated planes?

  1. Hi Tom,

    Personally I don’t care about new uniforms either. I do however want to comment about the planes being updated. I fly Delta weekly for business. I usually fly out of Los Angeles or Orange County, CA. I have to tell you that Delta has updated their planes to an amazing level. Wifi is available on every flight and it actually works very well. Each seat has its own tv screen and all the seats are a new leather type. I even noticed the carpet is new and the floors in the restrooms are even fancy. Also, Delta has now included all videos and entertainment FREE to your personal electronic device. Oh, Delta also gives free snacks on all their flights!

    I cannot speak for the other airlines but I think you may need to recheck with Delta or possibly omit them from this comment.

Leave a Reply

Your email address will not be published. Required fields are marked *