Summer Appreciation Initiative

Dear Flight Crews,

As we continue refining the premium experience, leadership would like to remind you that appreciation remains one of the most reliable tools available to the company.

This summer, customers are paying more to avoid discomfort. They have purchased premium seats, premium expectations, and the comforting belief that a higher fare will protect them from the broader travel experience. Unfortunately, our marketing has promised a level of ease that the current operation may not always be prepared to deliver.

That is where you come in.

As we adjust fares, reduce value, and keep aircraft more profitably full, some customers may begin to notice that premium feels increasingly basic. They may experience delays, crowding, or a quiet moment of reflection about what exactly they paid for. When that happens, we ask you to remain focused on our most important behaviors: greet them, recognize them, be kind to them, and inform them.

These behaviors are powerful because they allow customers to feel seen while receiving less. A timely update can make a delay feel thoughtful. A warm tone can make disappointment feel managed. A smile can help preserve the premium facade long enough for the customer satisfaction survey to arrive.

Please remember that your appreciation is especially important during disruptions. Customers may be frustrated by decisions made far above your pay grade, but they will be interacting with you. That makes your face, your voice, and your patience essential parts of the product.

So this summer, appreciation is not just hospitality. It is how we make management’s choices feel less personal.

Your smile is now the last complimentary service we can still afford to offer.

And we thank you in advance for performing it beautifully.

Warm regards,
The Aluminum Lady ❤️✈️💋
and the HDQ Team