Whether the flight is for personal reasons or business, trekking through TSA, tedious boarding, and multitude of other hiccups can make that travel day far from sweet. On Valentine’s Day, Southwest Airlines and Russell Stover unwrapped a treat and spread a little love to some passengers.
When a person chooses to take a flight, the criteria varies. While convenience could be a priority, price often pushes the decision in a particular direction. Even though people would love the benefits of a free meal, larger seat, or just a smile from their seatmate, the reality is not always as simple.
This Valentine’s Day, Southwest Airlines wanted to change the conversation for some passengers. In partnership with Russel Stover, the airline passed out some of those classic red heart box chocolates to travelers. The simple gesture was a way for the company to show how it chooses to bring “LUV to the skies.”
On a few flights departing from Kansas City, travelers were treated to chocolate, a free drink, and a few love songs. Although it might not have been a declaration of love like in The Wedding Singer, the event was a fun way to bring a little happiness to Valentine’s Day.
As Julia Melle, Director of Brand and Content at Southwest Airlines said, “As the LUV airline, we can’t think of a better way to celebrate Valentine’s Day than to surprise customers with treats from the beloved chocolate brand, Russell Stover. At Southwest, we connect people to what’s important in their lives, and we hope much of today’s travels involved celebrating Valentine’s Day with loved ones.”
Although this single day promotion has past, the concept can, and should, influence airlines willingness to pursue food partnerships. It is more than a Coca-Cola or Pepsi products served from the beverage cart or PopChips versus CheezIt for snacks.
Recently, airlines have brought Shake Shack on select flights, special food orders, and elevated their beverage programs. For example, Alaska Airlines highlights Seattle based coffee makers and beverage brands on its flights. These choices are designed to not only give travelers something more while in flight but also to influence their decision when placing the reservation. In a world where people are tired of being nicked and dimed with every extra, value is measured by the overall experience.
Did the Southwest Airlines and Russell Stover promotion make a difference? For the people on those flights, absolutely it did. More importantly, it brings up the concept that the airline is looking for ways to make travelers feel valued when they step on board.