In Chapter 15, we discuss Southwest’s strategic advantage in being able to turn around its planes faster than competitors. Part 
of that process means getting passengers on board and ready to go as quickly as possible. Yet, as The Wall Street Journal (July 21,2011) points out, “Boarding an airline can be a bit like the after-Christmas sale at Wal-Mart. Passengers jockey to get better positions in line. The aisles become clogged with travellers stuffing luggage the size of a 4th-grader into overhead bins”. To address the problem at American, that airline just finished a 2-year study to try to speed up its boarding.
The result: AA rolled out a new strategy–randomized boarding. Travellers without elite status now get assigned randomly to boarding groups instead of filing onto planes from back to front. American says the new system can shave 3-4 minutes off the average 20-25 minutes. And every minute cut saves the airline $30/flight.
After first observing 1,000’s of arrivals and departures to see where the process slowed down, American found that one time factor was baggage–more bags are being carried on to avoid fees. “Back-to-front” slowed because only 2 people on average got to their seats at a time, while everyone else standing and waiting filled bins at the front of the plane —and was the most time-consuming. ( Alaska Airlines, US Airways and Continental all use “back-to-front”, by the way).
Computer simulations revealed that “window-middle-aisle” (used by United Airlines and Delta) –meaning boarding passengers in window seats 1st, followed by middle and then aisle–was faster. But randomized boarding worked even better. Multiple passengers got to their seats at the same time. Bins filled more evenly. The process reduced the number of bags that needed to be checked at the gate by 20% because more overhead space was available. And, the system proved calmer when tested on real flights.
Discussion questions
1. Why do the airlines use such diverse boarding systems?
2. Why does Southwest, which uses a “1st-to-check-in” boarding system, turn its planes around faster than other airlines?