Thursday, April 25, 2013

A step too far? Chinese airline to dress flight attendants as maids and butlers

Flight Attendants will be dressed as maids by Spring Airlines
Spring Airlines maid service
Spring Airlines has been placed under the global media spotlight this week, after announcing that flight attendants would be dressed as maids and butlers as part of a special promotion.

The low-cost carrier, which is based in Shanghai, has attracted a mixed response from the public with its latest promotion.

“We're mixing up our flights with some fun onboard themes - like these maid and butler costumes,” Spring Airlines stated on its Facebook page.

While some have described the move as ‘harmless fun’, others have been more critical.

“You've gotta be kidding me. Objectifying flight attendants is the last marketing/promotion strategy you wanna use,” stated one of the airline’s Facebook fans. “I wonder what your passenger demographics look like. I do hope this marketing move is supported by solid market research.”

To which the airline responded: “Thanks for your feedback! We'll never objectify any of our staff; in fact this idea came from our international crew of qualified Chinese, Japanese and Thailand cabin staff.”

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The promotion has also been described as ‘excessive’, with safety concerns sparked by images of the special dress (included in this page), which show female flight attendants with their hair down (instead of pulled back).

What are your thoughts? As always, please feel free to share your comments here, and you can also get in touch on Facebook, Twitter and Google+ - I look forward to connecting with you!

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  1. Juditha-Jade ParkinsonApril 25, 2013 at 1:56 PM

    Step too far? I believe so. Harmless fun? In the intimacy of my bedroom, fine. But for professional reasons, this is not fun at all.

  2. Definitely going too far.

  3. Hi Robeel

    I feel that, majority of our top airline officials are basically not from Aviation industry. They have not well learned about the purpose of having cabin crew on board. They believe that, the prime responsibility of a cabin attendant is service on board like many others from other industries around the globe.

    In fact, the first goal is to ensure safety and security of guests on board. Hence, those people make the cabin crew clowns on board and, give others a chance to rebuke them! I pity the managements for having officials who take decisions and make changes like these!

    Warm regards,


    1. Well said Ranjit sir...!!!

    2. Absolutely agreed. Except for Indigo, no airline in India has aviation professionals in the director board/management.

      It is the vision and sensible decisions that makes you taste success. When SouthWest has not recorded a loss in a single quarter in the last 25 years all other competitors has filed chapter 11 in the us. Same is the story of Indigo with others in India.

      Innovation is good but it should be sensible.. Pity on those who has the idea of maids on board.

    3. Hi Rajesh,

      It is better not to open the cases of airlines in India. We have seen many grounded ones and do not really know what is going to happen next.

      I would like to request you to kindly go and have a check on their websites. All our airlines have a vacancies which were advertised long back, when they started operations and have a look at airline websites in the Middle East/European or any other parts of the globe. The entire scenario is completely in a perplexed plight.

      I do not want to name the airlines but, I have seen one heading the Engineering Department of an airline who had vast experience in Textile Machineries. Then another one had the In flight Service Head who never used the cabin crew uniform even for a month instead he was working in Hotel Operations and, many more. We have a group of civil aviation heads who themselves do not know about the number of manuals that they have. I am sure that, You are aware of the fake pilots who were caught after flying for hours.

      I think nowhere around this globe such incidents would have happened recently. National carrier has gone into the black hole already. God save Indian aviation !

      Warm regards,


  4. Seems perfectly ok to me. They serve drinks, might as well dress the part.


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