Earlier this week, I was on Alaska flight 3403 from Mexico City to Los Angeles. Spanish-speaking passengers were treated poorly and unprofessionally. Below is the letter I’m sending to the company.
May 18, 2018
Dear Alaska Airlines leadership,
Your airline flies to several locations in Mexico, including Mexico City, the capital, Cancun, Loreto, Puerto Vallarta, and other destinations. I assume you are aware of the business value of transporting people from the U.S. to Mexico and from Mexico to the U.S. Our recent flight experience, however, made me wonder about your understanding of what it takes to deliver this international service and provide an excellent customer experience.
On May 16, 2018, my wife and I were on flight 3403 from Mexico City to Los Angeles, where we would change planes to fly home to Seattle. The Alaska representatives at the check-in desk, all of them Latinos, were professional and friendly. They spoke to passengers – a mix of Mexican and U.S. travelers – in Spanish and English, according to their preferences. They took time to respond to questions and provide helpful information regarding how to find the right gate and what customs and immigration processing in LA would be like. They did an outstanding job with an increasingly impatient group of passengers, who had been queuing up for quite some time before the check-in counters opened.
In contrast, the Alaska team members on the flight itself could politely be described as abrupt, unpolished, and disrespectful. They spoke to passengers only and always in English, even when they asked questions or made comments in Spanish, and were unable or at the least challenged to understand English. This is extremely rude behavior. Even the security briefing was only given in English. On international flights, one usually gets the briefing in the native language of most passengers as well as in English, so this was an obvious lapse. Cabin announcements throughout the flight were also only delivered in English.
As far as I’m concerned, you owe all of your Spanish-speaking passengers on that flight at the very least an apology. They were treated miserably. Speakers of Spanish missed critical safety information and were not able to learn from the cabin crew how arrival and customs checks would play out. The family sitting in front of us had problems with the English version of the U.S. customs form and asked for a Spanish one, which they never received. The Alaska flight attendant treated them in a curt, patronizing manner that would have made most anybody bristle. It’s possible that they did not understand all of her unhelpful remarks because they were in English only.
Imagine if this happened to you – you are on a flight, need to understand important safety, customs-related, or connecting-gate information, and you cannot, because it’s not being provided in your language. Now, imagine that your language is not just spoken by a small population, but by hundreds of millions of people in Spain and Latin America. Would you feel disrespected, unappreciated, or slighted? I noticed that Spanish-speaking passengers on our flight were confused and unhappy. I don’t know if any of them complained.
As you know, Mexico City is one of the world’s largest urban centers, home to millions of potential travelers, both professional and for leisure, as well as a range of leading universities, medical research organizations, and global and Mexican businesses. Mexico is a close and vital neighbor of the U.S., and Alaska Airlines needs to serve passengers well or lose business to Delta and other airlines nipping at its heels. You simply can’t have people working for you who treat Mexican travelers as if they were not worthy of respect, as if they were problems, not passengers. After my experience on flight 3403, I’m not at all sure that Alaska Airlines understands what it takes to serve a sophisticated, international audience.
I have lived and traveled in Mexico in the 1970s and 1980s, when we had excellent service from Mexican airlines providing direct flights from Seattle to Mexico City. I have never seen that any English-speaking passenger was treated as condescendingly then as the Spanish-speaking guests on your flight 3403 last week. It’s a delicate time in relations between Mexico and the U.S. and anything that can help people connect and build bridges among their families, companies, and cultures is of great value. Your cabin crew did us all a disservice in that regard.
All the best –