The days of the cookie-cutter flight attendant are coming to an end as airlines relax their appearance standards to allow for tattoos, piercings and sneakers
Drinks ordered at 36,000 feet may now come served with a side of ink. Virgin Atlantic Airways Ltd. last week announced it has eased its ban on flight attendants showing their tattoos on duty.
The change was made to better reflect Virgin Atlantic’s views on inclusion and diversity, according to the company’s chief people officer, Estelle Hollingsworth.The shift follows similar changes at Alaska Airlines and United Airlines, which over the past two years began letting flight attendants show some of their tattoos, and Virgin Atlantic’s 2019 scrapping of its rule requiring female cabin crew to wear makeup.
Play, an Icelandic airline launched last year, started out with flight attendant uniforms of T-shirts and sneakers.The changes in the industry come as customer expectations shift, staff push to express their individuality, and airlinesGovernment support helped most airlines avoid mass layoffs during the months of lockdown and international border closures. But carriers also eased their financial burden by encouraging thousands of staff to retire early and take buyouts.
Relaxing dress codes broadens the pool of candidates, and can make work more engaging for current employees in an industry struggling to hang on to workers, said Bryan Terry, global aviation leader at consulting firm Deloitte.CMO Today delivers the most important news of the day for media and marketing professionals.
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