United Airlines offer cerebral amenity to attract premium flyers

At a time when various airlines worldwide are aggressively competing with each other to provide a host of amenities to attract premium travelers in a big way, United Airlines has charted a different course altogether. The airline is also trying hard to woo first class and business class flyers, albeit differently.

The airlines are vying with each other and trying to distinguish themselves with high-end service with luxuries such as meals designed by five-star chefs, personal butler service, on board showers and private sleeping suites. United Airlines is however trying to portray itself as a class apart by offering an exclusive, more cerebral amenity to its booking business class tickets or traveling in first class cabins. These premium customers will now be offered elegant prose by famous novelists in the airline’s in-flight “Rhapsody” magazine, which has already published probing essays about flight by more than 30 literary fiction writers, cultural dispatches and ruminative first-person travel accounts.

United Airlines has now become one of the few companies in the United States to showcase work by literary writers in order to engage customers and elevate their brands.

Media reports recently said that it might look completely weird to see an airline like United Airlines becoming an odd literary patron. However, in the recent times even writers and publishers are looking out for new ways to connect and engage with the readers in an unpredictable retail climate like the present one. Most of them have now formed corporate alliances with airlines like JetBlue Airways, American Airlines and other transit companies.