Jetstar's on the right track in communicating flight delays

Jetstar makes a good choice of words when communicating the fact that their flights need to be "retimed".

Jetstar makes a good choice of words when communicating the fact that their flights need to be "retimed".

This morning as I was preparing to leave home for the airport, I receive the above text message from budget airline Jetstar that my 12.40 pm flight to Singapore would be delayed three hours, now leaving at 3.40 pm.

What was interesting about the message itself was its refusal to use the word "delayed", instead opting for the much lighter and less emotionally charged "retimed".

We're not delayed, oh no no no. We just had to retime.

When I think of "delayed", I think of a large, hot hall filled with weary travellers, sweltering under the humidity waiting for the plane that has yet to come.

Hello. You're awfully late.
But retimed? Nice and neutral. Reminds me of increasing the time on my egg timer or microwave to make sure the food is well heated. It softens the blow that I would effectively be arriving in Singapore late.

Yes, I am a bit peeved that Jetstar had to retime their flight. I was warned about Jetstar by my friends of having the unofficial slogan of "We may like to cancel or be considerably delayed, but we might get you there one day!" I wish they had included the reason for delay, which I later found out was due to engine failure - that would've bought my sympathy.

But overall? Not as annoyed as could have been. At least they had the courtesy to SMS me to tell me half a day in advance while I was still at home, which is better than some legacy carriers.

So Jetstar, bravo. Not all is forgiven but at least you were courteous about it.



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K Bulsuk: Full Speed Ahead: Jetstar's on the right track in communicating flight delays
Jetstar's on the right track in communicating flight delays
K Bulsuk: Full Speed Ahead
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