United Airlines is in a league of its own when it comes to communicating with passengers in the event of irregular operations. The airline has just introduced yet another initiative that adds transparency in the event of delays.
United finds new way to communicate during flight delays
United Airlines has started texting customers links to local, live radar maps during weather delays, as part of an effort to give passengers real-time information when things don’t go as planned.
United is already better at communicating with passengers than other airlines in the event of delays. For the average traveler, one of the most frustrating things about a delay can be the lack of communication from the airline, in terms of not knowing why you’re actually delayed, and not knowing when you’ll get on your way.
For the past several years, this is an area where United has made a lot of effort. When a flight is delayed, the airline has a dedicated team that provides real-time text message updates about the reasons for a delay, with a higher level of detail than you’d find at other airlines.
United’s latest innovation is that the airline is sending customers real-time radar maps in the event of weather delays, to explain how inclement weather in one part of the country can impact a flight elsewhere. This is genius, and will help passengers at least be understanding of how there can be a weather delay even when it’s sunny at the airport they’re departing from (which seems to confuse a surprising number of travelers).
In addition to sending these maps via text, they’ll also be available in the United app in the flight status updates section, and United will also display radar maps in the gate area.
Interestingly, United also highlights how the team that provides real-time updates is now sending these with assistance from generative artificial intelligence (gen AI) tools. I’m not sure if that’s a good thing or not…
Here’s how United’s Chief Information Officer, Jason Birnbaum, describes this latest initiative:
“With more people traveling this summer than ever, we wanted to give our customers an easier way to stay connected to real-time information about their flight and texting was the simplest solution. We know customers appreciate transparency and by combining innovative technology-enabled tools with people power, we can give more people, even more in-the-moment details about their flight.”
United destroys the competition with delay updates
United Airlines is the only major US airline that invests massively in communicating with passengers in the event of irregular operations.
Obviously flight delays are frustrating, but arguably one of the most annoying aspects of them is often the lack of communication, and not knowing what to expect. It’s irritating to passengers, and it’s also unpleasant for frontline employees, who end up having the frustration let out on them, since they’re acting as representatives for the airline.
Communicating with customers and explaining the reason for a delay is hugely valuable in being able to manage expectations, and at least help people understand what they should expect.
During a recent interview with The Air Show podcast, United CEO Scott Kirby talked about how he was amazed by how none of the carrier’s competitors have tried to match United on the technology front, when it comes to communicating about delays.
I mean, I’m not surprised American hasn’t followed United’s lead, since American isn’t into investing in this kind of stuff, but it’s an area where Delta even lags significantly. Keep doing what you’re doing, United, at least on this front (but less so on the food front!).
Bottom line
United Airlines is further improving its communication with customers during irregular operations. In the event of a weather delay, the airline is now texting customers real-time maps, which explain how bad weather in another area can impact the punctuality of their flight.
Experienced travelers can probably make sense of all of this without an explanation, but I can’t count the number of times I’ve seen passengers yelling at gate agents, claiming there can’t be a weather delay, because it’s sunny outside…
What do you make of United’s latest delay technology initiative?
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