Screaming Children And Airline Responsibility

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With summer travel season squarely upon us and airlines desperately looking to increase profitability, airplanes are seemingly packed like never before. The pressure put on staff to gate-check bags, ensure a timely boarding process, and troubleshoot last-minute seating challenges is tremendous. Passengers find themselves equally stressed by the TSA gauntlet, cramped quarters, and the shrinking set of free amenities. Talk about a powder keg of potential in-flight problems.

Enter the screaming child. 

As a father of two, I know the screaming child. I’ve had to try and manage one or two of them in my day, and let me tell you—even on a sparsely populated flight, it’s no fun. While the judgmental eyes of fellow travelers are difficult to weather, they pale in comparison to the self-imposed, stomach-churning agony you feel when your child is screaming and you are powerless to ease their pain. Fortunately, my children have grown into pretty calm, little frequent flyers, but what of those who haven’t? What is or should be the responsibility of the airline to assist a parent in calming their agitated child? What is the responsibility of the airline to other passengers in these situations?

These questions became quite real for me recently when flying from SEA to SFO on a packed flight. A woman, her sister, and her sister’s 4-year-old daughter boarded the plane toward the tail end of the boarding process. As they proceeded down the aisle, the mother politely asked those with empty seats if they’d be willing to switch seats so her sister could sit with them. After numerous rejections, she finally found a taker and ended up sitting across the aisle from me. 

The flight was uneventful until we began our descent at which point the 4-year-old began screaming and writhing uncontrollably—“Exorcist” style. The parent in me immediately guessed that the girl’s ears must be plugged and causing her excruciating pain. Sure enough, the mother tried to get the girl to chew on food, gum—anything to get her ears to pop. Nothing worked, and the girl continued to scream for 15 minutes. A flight attendant stopped by once to offer something, but otherwise, the episode ran its course as nearby passengers slapped on noise reduction headphones and shot the mother looks of disdain. 

This scenario undoubtedly plays out hundreds of times each day on countless airlines around the world. It can negatively impact operations, tank customer satisfaction, and sully the brand experience. Clearly, the industry needs approaches more flexible than Malaysian Air’s “no-child zone” or WestJet’s fictitious “Kargo Kids” program. Here are a few suggestions that may mitigate the problem of the screaming child in ways that benefit parents, fellow passengers, and the airline brands themselves. 

1. FIX FAMILY SEATING ISSUES BEFORE BOARDING

When a young child is in the mix, airlines should do everything they can to ensure family members are seated together. Forcing mothers and fathers to beg for fellow passengers to change seats is simply unacceptable. It places passengers in an extremely awkward situation, prolongs the boarding process, and gets the flight off on the wrong foot. Operations, customer service, and marketing all have a stake in making sure those accompanying young children are seated with them in case issues arise. 

SOLUTION: Identify and remedy family seating issues before boarding begins. If necessary, offer travel vouchers or special in-flight amenities to those passengers who agree to change seats. 

2. PROVIDE KID-FRIENDLY FLIGHT INSTRUCTIONS

While I have never (thankfully) had to use my seat cushion as a floatation device, I’m instructed on how to do so on every flight. Not once, however, have I been instructed on what to do in the face of a screaming child—even though I’ve been seated by one over 100 times in my travels.

SOLUTION: Add a card in the seat-back pockets that offers insights on what to do when faced with a screaming child in-flight. Gear side one toward parents with helpful tips on how to avoid in-flight tantrums and what to do when one happens. Gear side two toward other passengers to help them be more empathetic and helpful. Underwrite the whole effort by seeking out a sponsor to share the cost. My guess is that children’s retailers will jump at the chance.

3. STOCK PLANES WITH EMERGENCY KID-PACKS

Unfortunately, not every parent is conscientious and well-prepared for the flight with their child. Since airlines know this, they should arm their flight attendants with the tools (i.e., crayons, toys, etc.) that could help diffuse a child’s tantrum.

SOLUTION: Take a cue from restaurants and stock each plane with a few children’s activity kits. Consult with a childcare expert to make sure they’re filled with the toys, gizmos, activities, and snacks that stand the greatest potential to calm an agitated child. Finally, educate flight attendants on how to best present these options to parents and assist if a tantrum does break out. 

The bottom line is that the number of children who experience in-flight episodes can be reduced dramatically with some proactive involvement on the part of airlines. Parental and passenger education combined with some at-the-ready resources may not silence every screaming child, but they will go a long way to conveying which airline brand cares the most about its passengers—regardless of age.

Agree? Disagree? Have your own tales of in-flight child drama to share? Please share your thoughts in the comments. 

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6 comments on "Screaming Children And Airline Responsibility ".

1. Paula Lynn from Who Else Unlimited
   

   commented on: July 16, 2012 at 9:36 a.m.
   Some very good inexpensive tips for airlines, but something tells me that you are not the first person from whom they do not take advise. In addition, for all parents who do not bring things for their kids - favorite stuffed toy, other activities or won't stop kicking the seat in front of them - and the kids act up, they get fined. Their pediatrician can give them medications for the kids ears, give kids gum or candy BEFORE the plane starts landing - the pilot tells you - and bring headphones for the kids and babies. Parents can practice before going on a plane. Do those things guarantee a kid from being a kid or bratty? But they can help. Meanwhile, kiddie areas are a good idea. Or maybe put the little kid next to a very fat person who spills over into the next seat. OK, so that cannot be planned, but don't we wish ? And perhaps airlines can clue parents before they pay for the flight that they will not be able to sit together rather than waiting until after so they decide to take a different flight or change plans accordingly or pay the price to choose. Kids are expensive.
2. Hedda Schupak from Hedda Schupak
   

   commented on: July 16, 2012 at 10:10 a.m.
   I like to think most people can forgive a child in pain screaming during takeoff and landing. That's often unavoidable and is usually short-lived. What most people can't forgive, however, is the child who, throughout the flight, kicks the seat in front of him, plays with the tray, shrieks, climbs up and down, and otherwise annoys fellow passengers with behaviors that could be managed if the parents come prepared to amuse the child and keep him busy. But what should be eliminated is allowing children up to age 2 to be lap-held. If you're the unlucky one seated next to a lap-held toddler on a full flight, it is beyond miserable. Buying a child his own seat on a plane is one of those costs that comes with parenthood.
3. Jeffrey Rohrs from ExactTarget
   

   commented on: July 16, 2012 at 11:24 a.m.
   Paula & Hedda--both great points. I fully agree that parents bear the primary responsibility to prepare their child for flight. However, we--and airlines--know that inevitably, some parents will come ill-prepared. As a result, the airlines and their staff should have tools at their disposal to assist. Since I look at everything through a marketing lens, I see this as a tremendous brand opportunity. The airline that can show compassion to children and parents while also minimizing the inconvenience to other passengers would seem to have a very marketable program on their hands. As for the issue of lap children, I have to agree. The policy should be one person, one seat, regardless of age. Lap children are a recipe for a bad flight experience for anyone in close proximity.
4. Jonathan Cheriff from digitalproduce
   

   commented on: July 17, 2012 at 1:04 p.m.
   Great article - Thank you and I agree. I was that parent with a 4 year old who would not stop screaming until the plane finally took off. If the plane had only left on time and they did not make our kids stop coloring by putting the tray up for take off. If they had only grouped all families in same section of the airline, the meltdown may have been averted. I think the idea of planes offering a travel kit for young kids is a great idea, similiar to Restaurants. Keep up the great newsletter
5. Vicky Hastings from Maxwell PR
   

   commented on: September 17, 2012 at noon
   Great advice! I hope some airline marketing people took notice.
6. Melissa Pollak from none
   

   commented on: September 17, 2012 at 10:34 p.m.
   Someone should mention that (AFAIK) Southwest's the only airline to get it right -- with its unassigned seating. Southwest lets parents traveling with small children board first. By letting them pick first (usually the seats up front), the rest of us (with early boarding numbers) who want to avoid being seated next to a screaming child can easily do so.

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