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ReadWe Meet People in Moments of Transition, Not Certainty
Travel is one of the few experiences that reliably pulls people out of themselves. It disrupts routines, tests patience, and places them in emotionally charged states—sometimes joyful, sometimes vulnerable, often both. Duncan Pattillo, Director of Customer Experience at Flair Airlines, doesn’t just acknowledge this reality—he designs strategy around it.
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“Everything we do has to be customer-centric. If we’ve done our job right, customers shouldn’t need support. They should feel cared for, from the first click to the final descent.”
From Frontier to Elevated CX
Duncan joined Flair Airlines during its pivotal shift into a deeply rich service experience—modernizing while maintaining affordability. His initiation was less about plugging holes, and more about reimagining culture.
He rebuilt the inflight team with an emphasis on empathy and accountability. His guiding principle? That every touchpoint matters—from the booking experience to the way bags are handled. And if things go wrong, teams are trusted to act on instinct.
“I tell my team: use your moral compass. Just do the right thing.”
The Three “E’s” That Elevate CX
Duncan’s CX framework centers on three kinds of “Ease”:
- Financial Ease: Transparent pricing that respects budget-conscious travelers.
- Physical Ease: A smooth, stress-free journey—from check-in to landing.
- Emotional Ease: A calm, human-centered atmosphere that lowers tension when stakes are high.
Turn customer interaction into lasting brand loyalty
Empowerment in Action
At Flair, frontline staff aren’t just trained—they’re trusted. Duncan ensures that everyone, from flight attendants to CX agents, is empowered to act without waiting for permission. Inspired by Unreasonable Hospitality, he embraces the idea that small, unexpected gestures can transform an experience.
He shares the book’s iconic example: a server overhears a guest mention it’s their child’s first time in New York, and surprises them with a street hot dog—delivered on fine china. That kind of empowerment—doing what’s right, not just what’s allowed—is embedded into Flair’s culture.
Conversation as Compassion
Air travel is emotionally loaded. That’s why Duncan teaches his team that the art of conversation is a pressure release valve—a chance to de-escalate, connect, and bring humanity back into stressful situations.
“We’re not just solving problems. We’re restoring peace of mind.”
The goal isn’t robotic perfection. It’s emotional resonance—moments that land just as powerfully as the plane.
CX as Culture, Not Transaction
For Duncan, great CX is cultural, not contractual. He chooses partners who show curiosity, empathy, and shared vision.
“If the relationship starts as a transaction, the results will be transactional.”
That same principle applies to hiring. He believes in recruiting emotionally intelligent people—not just strong resumes. “Hiring is like dating,” he says. “You’re looking for a values fit.”
Redefining Travel as Purpose
Duncan rejects the idea that air travel is a commodity. In fact, he believes that mentality is what’s broken the industry.
“Weddings. Reunions. First flights. Funerals. Travel is deeply personal. It deserves to be honored.”
And today, that depth is often lost in a race to the bottom. But Duncan is working to flip the script—starting not with cost or constraints, but with a bold question: How do we want people to feel?
Then he and his team work backwards, engineering systems, training, and partnerships to support that goal.
- 77% of travelers are willing to pay more for brands that deliver emotionally resonant experiences.
- 79% say personalized service matters more than personalized marketing.
- “Feeling taken care of” is a leading driver of airline loyalty.
“Travel is not single-purpose. It’s multi-purpose. We should treat it that way—from design to delivery.”
His guiding mantra: take care of your people so they can take care of your customers. When done right, the business follows—not the other way around.
The Mission: Make CX a Vocation, Not a Task
More than anything, Duncan wants his people to feel good about the work they do. That pride—the sense of purpose—makes a difference in every guest interaction.
“Positivity is infectious. When our teams feel empowered, when they feel ownership over what they do, CX stops being a task—it becomes a mission.”
That’s what elevates Flair’s service from transactional to transformational.
Because ultimately, Duncan isn’t trying to just fix CX. He’s trying to make it feel like a calling.
