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(c) Elliott Publishing.

I Don't Get 'Song'
Charles Leocha · December 14 , 2003

Let's see. Delta starts a new low-fare airline within a full-fare airline. In order to make it a success they do the following:

  • The airline gets a new name: Song.
  • The airline gets a new paint job.
  • Passengers get more legroom.
  • Flight attendants are taught how to interact humorously with passengers.
  • Workers agree to more flexibility in their job rules.
  • Video displays are installed in seat backs.
  • Fashion designers are commissioned to design new uniforms.
  • Never-before-served organic meals are created and served.
  • A massive non-air travel ad campaign is launched to trumpet the new airline.

Now, after a few months, Delta is declaring victory.

Duh.

Who wouldn't want to fly on the "new" airline? It sounds like a passenger's dream. And I can't imagine the new airline is saving Delta any money. Heck, everything is new and they are giving the passengers more.

They're even getting more frequent flyer miles.

But what about the poor businessmen locked into flying the mainline Delta flights. Here, in order return to profitability, Delta does the following:

  • Same old name.
  • Paint jobs stay the same. In fact, Delta planes now have three different paint jobs from design changes that haven't been completed because of budget Cutbacks.
  • Passengers are getting less legroom or faced with no changes.
  • Flight attendants receive no additional training, but fly more hours.
  • Delta is faced with deteriorating labor relations.
  • In-flight entertainment has been all but eliminated.
  • Passengers see the same old uniforms.
  • Meal service has been severely curtailed and is now served only on long flights within specific time windows.
  • Advertising has been cut back to save money.
This isn't rocket science. It seems that Delta's research show that people flying Song are happy with the experience. The school of hard knocks and skyrocketing losses seem to indicate that the people flying Delta mainline aren't particularly pleased.

I just called Song to see what it would cost to fly from Boston to Las Vegas. The one-way, non-stop, walkup fare was $181.50.

I then asked what the fare on a normal Delta flight would be and was told that that there were no non-stop flights and that a connecting flight would cost $405.

Does this pricing make any sense?

Does any of this make any sense?

Charlie Leocha is the Boston-based author of SkiSnowboard America & Canada. His column appears regularly on this site. E-mail him at leocha@aol.com or access his Web site.