I’m genuinely struck by the shift in United Airlines CEO Scoott Kirby since taking the reins at that airline. He was President of US Airways and American Airlines under Doug Parker, and known as a straight spreadsheet guy. At US Airways he wouldn’t even add inflight wifi until he could actually see customers booking away from the airline because they didn’t have it.
United is still careful with cost, and their new premium image often outstrips the reality of the product and experience, but they make investments in customer experience others aren’t making and take risks for payoffs that will be harder to quantify. And it’s working out for the airline.