Delta’s boarding experiment at ATL (Photo: GH)
Delta is experimenting with a new boarding process in Atlanta that looks a lot like the process United implemented a few years ago. It’s also apparently adding an olfactory element to the jetway.
While pundits joke that United execs wear WWDD wristbands when it comes to decision making (“What Would Delta Do”) it now seems that Delta might be taking some cues from United… or Southwest when it comes to boarding.
Delta’s experimental boarding area lanes (Photo: G.H.)
While Delta has not confirmed this to TravelSkills, we’ve heard from readers about an experimental boarding process that has Medallion (elite) level members line up for boarding in labeled lanes. It appears very similar to Southwest’s infamous “cattle call” that’s equally loved and derided. And even more similar to United’s new boarding process- see image below and compare it to what you see above.
United’s new boarding area queues at SFO (Chris McGinnis)
Here’s what TravelSkills reader GH said in an email:
“Have you seen this? I had a flight to DFW on Monday night but they had these lanes set up for Premium, Sky and Zone 1 at gates B7 and B8 at ATL. As Zone 1 boards they change the signs to Zone 2, etc. I was like ‘is this Southwest’? If it’s to get traffic out of the main spine walkway I kind of agree with it but ended up standing in my ‘lane’ for hour and a half due to a weather related delay. As we boarded they told us they were test gates and to provide survey feedback. Interesting…”
GH also send us an image of a Delta sign asking for feedback by going to this URL: www.delta.com/B7
There we found a survey that asked a lot of questions about the experimental boarding process, but the questions that stuck out were those about a new scent:
Both are referring to the scent in the jet bridge. G.H. told us: “Now that I think of it there was some kind of smell. Almost like it was a brand new jet way. The jetway also seemed a little narrower than usual.”
Which means that Delta is probably pumping in some sort of olfactory sensation designed to calm us down or make us feel better.
Have you boarded a Delta flight at ATL’s B7? What do you think of the idea of airlines copying the now standard hotel industry practice of using aromatherapy in public spaces? Please leave your comments below.
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I got to try the one at gate B5 yesterday. It’s awkward, the lines are right by the gate agent, and you still have to cut through the crowds. Plus, once boarding starts, it’s very unclear where the sky priority lane is for people who show up late. The problem is that there’s never enough room at the gates for everyone, and these lanes just eat up more space…
This is not necessarily a bad thing. Rather than having everyone split the cost of everything, they let people chose which services are important to them and which services they wish to purchase. It lowers the total cost for people who’s primary concern is price, while allowing a number of additional services for those who wish to purchase them.
The boarding lanes almost don’t matter, particularly with United, where 3/4 of the plane boards in groups 1 & 2./ Ridiculous.
I had one of these flights last month, no scent included. I walked out of the sky club and boarding had already started. My 1st impression was complete confusion, I thought it was a Southwest flight. There was no clear signage for sky priority at the time so I walked up to the side of the lane and they had me come in. The line was all the way to the counter at the time as they were trying to feed 3 lines through. I get that getting folks out of the main aisle is important, but this sucked.
Great, the smell of perfume will definitely be appreciated by those with bad allergies.
Fair point and the United process couldn’t be worse. Therefore, I amend my statement: If I want to fly a terrible airline I will buy a ticket on United.
Uhh, with Southwest you don’t have to line up way before your flight, you get a specific number. There’s no standing around waiting. It’s why I prefer it so much to the United method of everyone pushing and shoving to be at the front of their group, even if their group isn’t even close to boarding.
I prefer the smell of jet fuel to calm me down..honestly!
The Delta boarding process in ATL is generally fine with the exception of the D concourse or a widebody in the A/B gates. It also encourages people to line up way before their flight…which means I can’t show up just before boarding. if I wanted Southwest, I would have bought a ticket on Southwest.
It would be a nice touch if they elevated the premium and sky cattle chutes so they can look down at everyone else while they’re being herded onto the plane. Also, electric cattle prods would be helpful to discourage people from getting in the wrong lanes. Can we call the gate agents cowgirls and cowboys now? Mooo!
This has all the ominous signs of a new market opening up. Within a few years, I bet airlines will be selling boarding positions like seats. You book a flight online, select a seat (they are all priced differently), pick a boarding position (also all priced differently), pick food/drink (also extra charge), and pick blanket and pillow (extra charge). Maybe they’ll even start charging for the use of oxygen masks in an emergency. There’s room in the ceiling for a credit card swiping device.
To make it even more bizarre United’s test gate at O’Hare is B8.
At O’Hare the lanes are a real problem because they are directed into the aisle and create gridlock in the terminal. At least these Delta lanes direct passengers away from the aisle.