SEATTLE, FROM A LIGHT POST OUTSIDE SEA-TAC AIRPORT — After years of trying to reassure passengers about air safety, Boeing has decided to take a different approach.
The company announced Monday the launch of Boeing Airlines, a new passenger carrier guaranteeing that every flight will crash or customers will receive a full refund.
“For years, every incident was treated like a failure,” said Boeing Airlines president Robert Kane. “That was exhausting. Now it’s the product.”
Under the new policy, passengers who arrive safely at their destination will automatically be reimbursed within five to seven business days.
Kane called the program “a fundamental shift toward meeting customer expectations.”
The first Boeing Airlines flight was set to leave Seattle for Honolulu Tuesday morning with 143 passengers aboard.
Most had purchased their tickets before reading the full terms.
“I saw $79 to Honolulu and stopped there,” said passenger Kevin Brooks while waiting at the gate.
Brooks said he only became aware of the crash guarantee after noticing the words CRASH INCLUDED printed near the bottom of his boarding pass.
He stared at it for a while.
“I thought it meant baggage.”
Brooks nevertheless remained in line.
“I already paid for parking.”
Boeing Airlines says the exact nature and location of each crash will not be disclosed in advance because doing so would diminish what the company calls “the spontaneity of the travel experience.”
Passengers can, however, pay an additional $24 to avoid water.
Near the boarding area, newlyweds Daniel and Melissa Grant were beginning their honeymoon.
Melissa said her husband had booked the flights as a surprise.
She learned about the crash guarantee when Daniel asked the gate agent to add the $24 option to avoid water.
“We’re going to Hawaii,” she said.
Daniel looked at the floor.
“I know.”
One passenger asked a gate agent whether the crash was mandatory.
The agent checked his ticket.
“For Basic Economy, yes.”
Unlike traditional airlines, Boeing Airlines will not apologize following crashes. The company says apologies created unnecessary confusion by suggesting that something had gone wrong.
“If the aircraft crashes, we delivered what we promised,” Kane said. “If it lands safely, you get your money back. Either way, the customer wins.”
At Seattle-Tacoma International Airport Tuesday, the atmosphere at the gate was largely normal.
People drank coffee. A child watched cartoons on an iPad. Daniel looked out the window at the aircraft, then at Melissa.
“You booked this,” she said.
He nodded.
Neither spoke again.
The boarding process began seven minutes late.
Boeing Airlines apologized for the delay.
