Think back to last week when we gave yet another example of our exemplary “Travel Professionals” and their bizarre behavior.

Since we spent time highlighting how poorly one segment of our industry can behave, I thought I’d spend an equal amount of time highlighting a perfect example of how another segment can respond. What’s even cooler – it comes pretty close to what I suggested as a viable solution for our “Professionals” last week, and how they should respond to the iTrek promotion about them being – well – “dead”.

There’s a right way to do things – and a wrong way. The wrong way leaves everybody involved feeling bitter and angry – which also leaves the industry exhausted and void of any hope.

The right way is getting some pretty good press with people talking – and laughing.

I first found this story on Twitter from PhoCusWright. (we’ve written about PhoCusWright before) We’ve all seen the “Bags Fly Free” promotions of Southwest Airlines. I’m not so sure you’ve seen the latest in this series of commercials. (I know I haven’t – but I don’t watch that much TV.)

The latest installment entitled ‘Battle Cry’ (shown left) highlights the now familiar Southwest baggage handlers who charge another airplane on the apron, only to flash passengers on another airline with individual letters painted on their bellies – which spell out the words “Bags Fly Free”.

It should be noted that the “competing airline” wasn’t blatantly obvious to the average viewer, but it was pointed out that the airline that Southwest baggage handlers “flashed” was Airtran. (The logo was blocked out on the plane in the commercial.)

As thing often do, word began to spread about this new Southwest commercial and questions and rumors began to circulate that Southwest was “dissing” Airtran.

Airtran had a couple of choices here.

They could have reacted like our “travel professionals” as petty and angry to strike an attack on Southwest with a bunch of bad press and move to “out” Southwest for the commercial.

Or respond with its own internal commercial which pokes fun at Southwest.

It should be noted that Airtran has not made any public statement about the commercial – but instead responded on its internal website for Airtran employees to view. (In other words, you won’t see this on TV) It also added this statement with the following video to the Airtran family:

“We’ve heard from many Crew Members from around the country about a funny ad currently running on network TV. We’ve been asked again and again how we planned to respond. Well, we thought about it and thought about it and decided to not respond at all. After all, focusing on running the best low-cost carrier in America is enough to keep us busy.

BUT…if we were to respond, it might look something like this:

Thanks to all of our volunteer Crew Members for donning these costumes and playing along. Your dedication to AirTran and your performance was truly MMMOOOOOOOving.”

It’s obvious that there’s no need for Airtran to get bitter or angry because Airtran happens to have viable service and sufficient market that flies with them. In other words – they’re far more secure in their own product and service than our “travel professionals” appear to be.

Does everyone need to fly with Airtran? No. They also understand that they can’t be everything to everybody. There’s more than enough market to go around, and Airtran isn’t about to take its eye off the ball simply because someone else takes a pot shot at them.

While they did spend some time putting this piece together, it’s all done in good fun and leaves everyone in a good “moooooood”. (Sorry, had to do it.)

That’s what true “professionals” do. It’s called re-framing, and good leaders know how to disarm a potentially volatile situation with grace and humor.

Now if it could only branch out to those who truly need to lighten up. They might be able to attract some positive press like this, and actually attract clients instead of pushing them away.

The only question I have is: Will they figure it out before it’s too late?

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You know me…always looking for the positive angle. It’s part of my DNA. (Or how I was brought up if you ever talk to my mother.) .

Regardless of who’s fault it is, I found a very positive article about the airline industry that I wanted to share in Travel Weekly. I did a short piece on Examiner.com just before the Thanksgiving holiday weekend that caught my eye. AirTran was predicting a 5% increase in air travel during the busy travel holiday weekend over last years numbers. Unfortunately, the ATA (Air Transport Association) wasn’t so sure and was predicting a 4 percent decline during the same period.

Much to the delight of Continental, Southwest, JetBlue, Alaska and AirTran, they too saw a significant increase for the entire month of November now that they’ve looked over the data. As a result, the numbers have most in the industry looking at 2010 in a much different light.

Not all the airlines reported an increase for the month. (Namely Delta, American, United and US Airways) However, the entire industry did see a slight uptick of 0.2% across all the airlines for the same period. According to AirTran Senior Vice President and CFO Arne Haak “The worst is behind us” as the industry has been experiencing close to double digit decreases in traffic in 2009. Prior to this current quarter most everyone in the industry has been extremely cautious. The news coming out of New York at the Next Generation Equity Research investors conference was a welcome change. It prompted Delta’s CFO Hank Halter to quote “demand will remain strong” and more executives stating that they are “starting to see more promising traffic and bookings”.

As an additional sign that the tide is starting to turn United ordered 50 new aircraft last week due to some very attractive pricing. (We can’t forget Carnival’s order of two new Dream Class ships last week either.) Like deals clients have seen to fill seats, rooms, and cabins, suppliers are starting to pull the trigger on some attractive deals of their own. Materials and supplies for building both aircraft and ships right now are looking very attractive for those who are willing to go after them.

And that’s exactly what we’re going to need to get us out of this funk we’ve been in. Those who think Government is that answer with it’s “stimulus package” or “bailouts” simply don’t get it. It’s spending in the private sector that stimulates the economy. The transfer of cash from one to another for a product or service.

We didn’t get here overnight, and it’s going to take more than one good month or a few orders to right this ship. But news like this catches the attention of those who have been “thinking” – into actually “doing”. This recession won’t last forever, and the companies who are willing to step out and spend on expanding and building now will be the ones best poised to take advantage of the recovery when it hits it’s full stride.

Regardless of when it happens, it’s good to see news like this and people starting to look at the future in a more optimistic light.

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