Airlines are more than businesses, they’re also about diplomacy
Recently, the video of a United Airlines passenger being forcibly removed from a flight went viral and sent shock waves round the world. It worsened the reputation of United States-based airlines as being notorious for their poor customer service.
Following the incident, netizens channelled their anger towards airline companies they believed to have exploited the fact that passengers have no choice but to use their service (“United Airlines under fire for dragging man from plane”; April 12).
But besides being businesses, we often ignore the many roles airlines can play, including in diplomacy: Singapore Airlines (SIA) is an example.
In 1972, the year SIA was founded, a developing Singapore needed to get overseas attention at a time when air travel was rising. Then came the Singapore Girl and a number of advertisement campaigns depicting the icon, thanks to a distinctive symbol: The traditional dress known as the Sarong Kebaya. Until today, SIA and its Singapore Girl are symbols of national pride.
The Singapore Girl is showcased at the National Day Parade alongside military vehicles. In 1993, the Singapore Girl’s wax model was even installed at Madame Tussaud in London, alongside former US President Bill Clinton, and Saddam Hussein.
This example proves that airlines go beyond being a means of transport; They can also represent a culture. In other words, airline crews do more than only serving drinks.
To passengers, crew members are their country’s ambassadors, giving a foretaste of their country’s culture.
Airlines’ role in diplomacy is proven by other examples. While this is not publicly well-known, they play a part in building relationships between countries, given the mutual benefit arising from opening new routes.
But it is not all about money.
For example, Turkey’s national carrier Turkish Airlines opened a route to Somalia’s war-torn city of Mogadishu in 2012. The aim was neither to bring tourists to Turkey or Somalia nor to boost the airline’s revenues; this symbolic move helped to showcase the ties between the two nations, instead.
We know how vital it is for a country’s infrastructure, including roads, bridges and ports, to function properly. In today’s global world, airlines are part of such infrastructure.
It is therefore even more important for them to deliver excellent service.
Airlines should remember that negative incidents affect not only the reputation of the company, but also that of their country.
