John Gruber had this to say about Southwest Airlines’ new boarding pass information site:
The numbered boarding passes are a fair change, and should eliminate the silly lines at the gate. But it’s hard to believe a major airline produced something designed like this. It looks like the rules for a Girl Scouts troop.
The sad fact of the matter is that this design style fits right in with the image that Southwest tries to make for itself. They go to great lengths to appear as unprofessional as possible. (And I happen to know that Girl Scouts troop rules would look considerably more professional.)
A prime example is how Southwest handled the media coverage of a woman flying to Tucson who was told by a flight attendant to change clothes because her skirt was “too short” and “revealing.” Of course, it turned out her mini skirt was less revealing than the hot pants that were standard issue for Southwest stewardesses in ’60s! So, at best, the flight attendant was playing fashion cop. At worst, he was intentionally sexually harassing a customer. You’d expect Southwest to give the woman an apology. They did, but in “classic Southwest Airlines flair.” This has got to be one the worst press releases ever:
DALLAS, Sept. 14 PRNewswire-FirstCall — In classic Southwest Airlines flair, CEO Gary Kelly today made a public apology to one of its Customers whose trip several months ago has become the subject of recent television and newspaper commentary. Company President Colleen Barrett has reached out to the Customer directly, and Kelly issued Kyla Ebbert an apology and invitation to again fly on Southwest as she taped a television show.
“From a Company who really loves PR, touche to you Kyla! Some have said we’ve gone from wearing our famous hot pants to having hot flashes at Southwest, but nothing could be further from the truth. As we both know, this story has great legs, but the true issue here is that you are a valued Customer, and you did not get an adequate apology. Kyla, we could have handled this better, and on behalf of Southwest Airlines, I am truly sorry. We hope you continue to fly Southwest Airlines. Our Company is based on freedom even if our actions may have not appeared that way. It was never our intention to treat you unfairly and again, we apologize.”
Kelly took an additional step and is sharing his direct comments about the incident by recording ads for national radio. Those comments detail a national fare sale launched today featuring “mini-skirt” fares.
Fly Southwest: we’ll sexually harass you, joke about it and then use it in our advertising!
So yeah, Southwest’s new boarding scheme — while an improvement over the old one — isn’t likely to get me to start flying with them again.







