Starting from October 26, United Airlines has introduced a novel boarding procedure that gives window-seat passengers in economy class a priority over those in middle and aisle seats. This revelation came from an internal memo from the airline, which The Washington Post recently obtained.
A Deep Dive into the New System
The revised boarding process will organize passengers into seven distinct groups.
- Preboarding Group: This will include passengers with special requirements like those with disabilities, solo-traveling minors, and active duty military personnel.
- Premium Classes: Business and first-class travelers will be next in line.
- WILMA Group: This comprises window seat passengers, those in exit rows, and nonrevenue travelers.
- Middle and Aisle Seat Group: This self-explanatory group will follow the WILMA group.
- Basic Economy and Ungrouped: The final group will consist of basic economy passengers on domestic flights and those lacking a designated boarding group on their pass.
According to the memo, this change can potentially save up to two minutes during the boarding process. Such a reduction might appear minute on the surface but could translate into significant savings for the airline in terms of both time and money.
Scott Keyes, the brains behind ‘Going’, a travel membership platform, opined, “Efficient boarding systems can be a win-win. It’s beneficial both for airlines and travelers.”
The History of WILMA
United Airlines first introduced its WILMA (Window-Middle-Aisle) system in 2017, as they launched their basic economy seat options. Back then, boarding was confined to five groups. The re-emergence and expansion of WILMA, now into seven groups, has been attributed to technological advancements.
Christine Salamone, representing United Airlines, expressed the company’s enthusiasm about resurrecting WILMA. She stated that the refined system will expedite the boarding process, ensuring passengers get seated more swiftly.
Post-Pandemic Airline Dynamics
The COVID-19 pandemic indelibly changed the contours of both leisure and business travel. Even though air travel numbers are rebounding to pre-pandemic levels, business travel remains subdued. This shift has prompted airlines, including United, to prioritize economy passengers.
United isn’t alone in reevaluating its boarding protocols. Recently, Southwest Airlines modified its EarlyBird check-in system, which it claims is an initiative aimed at refining the customer experience.
Scott Keyes suggests that the influx of less-seasoned travelers might be contributing to slightly longer boarding times. The travel expert explained, “Inexperience can lead to more time spent storing carry-ons or settling into seats.”
While the new boarding procedure might only shave off a few minutes, it can make a significant difference for United Airlines in terms of operations. For travelers, it promises a smoother boarding experience, minimizing the awkward dance of fitting into that window seat.
