Alaska Plans Contactless Payment for Food, Beverages

Alaska Airlines has announced a plan to implement contactless payment onboard its aircraft, thus paving the way to resume paid food and beverage services.

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The coronavirus pandemic has fundamentally changed the air travel experience. Most airlines are trying to leave the middle seats empty, giving passengers a bit more space. And more breathing room. United and American are noteworthy exceptions; but on most flights, passengers no longer feel crammed in like sardines.

But along with the good news, there’s been plenty of bad. All customers must now wear masks or face consequences. I’ve gotten used to it and strongly believe that masks are effective. But that doesn’t stop them from fogging up my glasses.

No More Paid Food & Beverage

Passengers have also learned to go without food and alcoholic beverages on board their flights. In their efforts to reduce touch points, airlines have mostly put away their credit card readers. With the exception of United Airlines, they are no longer selling food and beverages aboard their aircraft.

Alaska Airlines is no different. The airline has revamped its onboard food and beverage offerings. They no longer pour wine out of bottles, for example, and instead provide wine in single-serve cans. And it’s actually not bad.

But the key point is that food and alcoholic beverages are only available to customers that wouldn’t ordinarily pay for it.

Premium and First Class customers still receive free alcohol onboard. First Class customers also get minimal meal service, bu it’s slowly improving each month. On our last trip in August, meal service included Alaska’s Signature Fruit and Cheese plate (it’s baaaack!), plus a warm cookie.

Alaska Adds Contactless Payment

I totally understand why the airlines would want to reduce touch points aboard their aircraft. Flight crews don’t need to be handling passengers’ credit cards right now.

But why not allow passengers to reserve and pay in advance for their food and beverages?

Alaska Airlines is setting a plan in motion to do just that. In a press release announcing “touch-free travel,” Alaska plans to allow its passengers to make contactless food and beverage purchases. They could reserve their meals in advance, and use the Alaska Airlines app to purchase food and beverages on board their flights.

We don’t yet know when Alaska will roll out contactless payments. But it seems likely it would be sooner rather than later. Once passengers can pay without handing over their credit cards, the safety reason to NOT to serve main cabin passengers goes away altogether. And from a revenue and customer service standpoint, it makes sense to get this started.

Additional Touch-Free Measures

Alaska Airlines isn’t stopping with contactless payment for onboard food and beverages. The airline has also announced these measures:

• Customers will be able print their bag tags at the airport without touching the check-in kiosk. Passengers who pay baggage fees would submit payment online or on the Alaska app. Then they’d scan their boarding pass at the kiosk. (I’ve been printing baggage tags at home for at least a couple of years now; it’s a handy way to go contactless).
• For those without the Alaska app, the airline will be able to text customers their boarding passes instead of printing them.
• The airline will be able to email a baggage claim receipt instead of printing it.
• Boarding passes could be scanned from six feet away, when conditions are “just right.”

It seems that trying to scan a boarding pass at distance will be as much trouble as self-checkout is at most grocery stores. Well, unless you have a comically large boarding pass.

Final Thoughts

At some point, the airlines will want to get their onboard services back to normal. Alaska is moving in that direction by introducing contactless payment for its food and beverage service.

I’d expect more airlines to go this route. As a safety matter, it’s a worthy goal to reduce and eliminate touch points where possible. If the airline can permanently ditch its credit card readers, that’s a good step. But this move should also speed up food and beverage service, a win for passengers and flight crews alike.

I have another flight with Alaska planned for October. Hopefully, their contactless payment plan will be up and running, with food and beverages available to all.