Delta is throwing in the towel on their misguided low-cost airline, Song. Anybody who knows about branding and marketing could predict this announcement. The airline was born as a "me too" it lived as a "me too" and it dies as a "who?" They came they flew...no one cared.

The problem with these so called "low cost" airlines that are built within old mainline carriers(yes, I'm talking to you, Ted) is that they aren't different enough from their parent airlines in image, customer experience or practice. I have flow Ted several times and I cannot tell you how the experience differs from United. They don't try to sell you air in the form of legroom but other than that what's the big deal?

If mainline airlines want to replace themselves develop low-cost carriers they need to do so from scratch. Not subsidies or divisions but free standing independent airlines. Fund them(if you ever have money again) and staff them with your experience but cut them loose from your operational structures, costs and high cost labor agreements.

If the mainline airlines don't do it others will. Get ready for more independent airline start-ups as the old guard cut costs and service on the way to their own funerals.

LATimes: Delta to Eliminate Discount Carrier Song via

Technorati Tags: airlines, branding, change or die, Delta Airlines, marketing, mass transit, Song Airlines, travel, trend

Comments

[Elana Kehoe]

I loved flying Song. They were relaxed (in comparision to the other majors), had *excellent* food, even if you did have to buy it on the plane. They even had a vegan option, which works for our multiple food allergic son. We happily would have flown them again, but they never had routes to where we were going other than Boston to Orlando.

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I loved flying Song. They were relaxed (in comparision to the other majors)