I am not an aviation expert (I am an experiential travel retailer), but wouldn’t the airline industry, as a whole, qualify as a safely executed commodity product now – flying seats with cushions moved by jet fuel? Yes I realize there is sophisticated technology that functions behind the scenes to make it all run smooth, but essentially it is public and private flying-bus transport system that effeciently and effectively carries hundreds of millions of passengers safely between big fancy bus depots with lots of concrete.

On the service labor side of this capitalist equation, that means commodity-driven wages and known basic skillsets that do not require a PhD to execute. High school grad…great, grab this keyboard and print that manifest…grab that joystick and roll that jetway….and so on.

If people expect more (like excellent customer service, friendly demeanors, safety perfection, front-line critical thinking and problem solving skills, etc.) from a run down, investment challenged public transport commodity in the sky, then maybe their expectations are just too high.

Maybe it’s time for an industry transformation? And industry head-deflating. Like every public transport commodity…highways, railroads, etc. aviation suffers from decades of disinvestment and capitalist neglect/distraction. No money to invest in plant and equipment, human talent and intellectual property…? Then expect crumbly bits and rusty infrastructure…like collapsing brdiges and potholed roads.

Maybe we ought to rename the U.S aviation industry the U.S. Hit-or-Miss-Terror-Resistant Public Flying Bus System and that will re-align people’s expectations. Most buses I have ever been on (and it ain’t many) don’t have free (or for purchase) sodas, or pretzels, or blankets or anything. You get a seat and a ride. And maybe a friendly driver. Hopefully security from a catastrophic attack?

So, being a gate agent, or pilot, or flight attendant means being a more sophisticated “bus company” employee who is part of the commodity-driven capitalist equation of mass transport, travel and tourism. Get used to it, Don’t like it…quit and get a new job, or upgrade your education and move on.

There is no rule in commodity capitalism that says you have to do things with excellence, benevolence, friendliness or food-as-love. You just have to collect fares, fill the gas tanks, sweep the bus floor and keep ‘em running. I think we bus riders have raised the airlines to some heightened status as magic purveyors in the sky.

Hogwash. Folks, it’s a big bus system that just happens to fly. Bring your own soda and blanket if you want comfort and joy while riding the bus. That’s what I tell my clients.

Alan Fiermonte
Adventure Travel Consultant

It’s going to get ugly.