Disruption in 2026

𝗗𝗶𝘀𝗿𝘂𝗽𝘁𝗶𝗼𝗻𝘀 𝗵𝗮𝘃𝗲 𝗯𝗲𝗰𝗼𝗺𝗲 𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗮𝗹. 𝗖𝗼𝘃𝗶𝗱, 𝗔𝗧𝗖 𝘀𝘁𝗿𝗶𝗸𝗲𝘀, 𝗴𝗿𝗼𝘂𝗻𝗱 𝘀𝘁𝗮𝗳𝗳 𝘀𝗵𝗼𝗿𝘁𝗮𝗴𝗲𝘀, 𝗮𝗶𝗿𝗽𝗼𝗿𝘁 𝗰𝗹𝗼𝘀𝘂𝗿𝗲𝘀, 𝗲𝘅𝘁𝗿𝗲𝗺𝗲 𝘄𝗲𝗮𝘁𝗵𝗲𝗿, 𝗮𝗻𝗱 𝗲𝘃𝗲𝗻 𝗴𝗹𝗼𝗯𝗮𝗹 𝗜𝗧 𝗼𝘂𝘁𝗮𝗴𝗲𝘀 𝗹𝗶𝗸𝗲 𝗖𝗿𝗼𝘄𝗱𝗦𝘁𝗿𝗶𝗸𝗲… 𝗡𝗼𝗻𝗲 𝗼𝗳 𝘁𝗵𝗲𝘀𝗲 𝘄𝗲𝗿𝗲 𝗼𝗻 𝘁𝗵𝗲 𝗮𝗴𝗲𝗻𝗱𝗮, 𝘆𝗲𝘁 𝘁𝗵𝗲𝘆 𝗮𝗿𝗲 𝗻𝗼𝘄 𝗼𝘂𝗿 𝗱𝗮𝗶𝗹𝘆 𝗿𝗲𝗮𝗹𝗶𝘁𝘆.

Once we accept this, the focus shifts to what is still under your control:

– 𝗧𝗵𝗲 𝗣𝗮𝘀𝘀𝗲𝗻𝗴𝗲𝗿 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲: How they feel when the plan fails
– 𝗧𝗵𝗲 𝗖𝗼𝘀𝘁 𝗼𝗳 𝗥𝗲𝗰𝗼𝘃𝗲𝗿𝘆: Efficiency vs. Chaos
– 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗟𝗼𝘆𝗮𝗹𝘁𝘆: Whether they ever book with you again

𝗟𝗼𝗼𝗸𝗶𝗻𝗴 𝘁𝗼 𝗰𝘂𝘁 𝗱𝗶𝘀𝗿𝘂𝗽𝘁𝗶𝗼𝗻𝘀 𝗶𝘀 𝗮𝗹𝗿𝗲𝗮𝗱𝘆 𝗼𝗹𝗱 𝘀𝗰𝗵𝗼𝗼𝗹.

The real goal now is digging deep to ensure the disruption isn’t caused by 𝘺𝘰𝘶𝘳 internal friction and making sure that when the inevitable happens, the customer never feels abandoned by your operations.

𝗜𝘁’𝘀 𝘁𝗶𝗺𝗲 𝘁𝗼 𝗶𝗻𝘃𝗲𝘀𝘁. Invest in tools and processes that actually make sense for your specific airline. Invest in making the passenger feel reassured, even in the worst-case scenarios.

And here is the hard truth: we need to stop trying to prove the ROI of « doing the right thing » during a crisis. The ROI is the survival of your brand.