SOUTHWEST 'EVOLVE'S' INTO DOUBLESPEAK

Southwest Airlines is smack in the middle of 'Evolve' a 60 million make over project that will be completed in 2013.


'Evolve' promises to add:


1. Lighter, low-profile seats that use the frame of previous seats. 


2. Seats covered by a fabric more durable than traditional leather.


3. More under-seat space for carry-on luggage and pet carriers.


4. Reduced seat recline from three inches to two inches - which Southwest says - “preserves onboard personal living space while still allowing for ample seat adjustment”.


5. Recyclable carpet, installed in squares, which allows for easy, inexpensive replacement.


All done in the spirit of making its fleet more passenger & eco friendly.


Check out their 'Evolve' brag site:


http://www.seegreenville.360citytours.com/spinatours/other/swa_cube_multi/swa_isle1_intro_cube_out_html5.html

Yahoo for us and Mother Nature Right?

Well, they don't tout that these lighter weight seats will save the company about $10 mil in annual fuel costs. Great for them & -with less gas to cause pollution - the environment, too.


But what about passengers? Will that savings translate into lower fares?

Don't hold your breath waiting.

And - in their 'brag' - they forget to mention that they're adding 6 extra seats on every plane. That means up to $250 mil more each year for them & less leg room for you.

Not to mention the 6 extra passengers joining the battle for the 'not increased' carry-on, overhead bin space. 

But - they explain - SW will only use these planes flying 'excess demand' routes like the long haul flights to Vegas.

Ok, maybe gamblers' thinner wallets will give them the illusion of extra seating room on the return trip & won't be noticed.

But perhaps Henry Harteveldt, co-founder of Atmosphere Research Group, says it best. 


'Southwest is actually degrading the customer experience while cloaking it in an environmental message.'


Or maybe they just hired the doublespeak experts leftover from the Bush administration. 


You know, the guys who thought up things like the 'clean water' & 'clean air' initiatives - that create great sound bites - while actually making both dirtier, producing more business $ & being much worse for the general public. 


What do you think?