This is weird because I was thinking of this exact idea at Pearson International in Toronto this morning. I flew out of a beautiful modern Terminal in Toronto into a rather nice and more-than-I-expected airport in Minneapolis. I wrapped up my meetings and headed back to MSP to fly back home. It was mid-day and I wasn’t expecting any serious line-ups but they were a little heavier than anticipated. I was jockeying for position before the ropes started, trying to settle into a spot in line when my mind wandered back to this morning and the idea that was eddying in the back of my mind.
In the morning I was lined up behind a woman with a baby in a stroller at the security check point. I felt bad for her because it’s such a production to manage all that gear and get through the process without cranking up your anxiety level. I was simultaneously annoyed at her, for being poorly organized as well as the huffing business travelers behind me. I thought that they should have appropriate line ups for savvy travelers and for families that need more time…and perhaps a 3rd for people with lots eyelets in their boots and more than 9 piercings.
Back to the present: As I started moving down the line I was approached by a TSA agent and he asked, “Sir, how often do you travel?” How do I answer? Is there a bad answer? Will a specific answer result in a cavity search? —I took a deep breath and said – about once a week. He responded by saying that he thought so and shunted me to the “Expert Traveler” line! Oh Joy!
He pointed out the way finding signs behind him to explain the program. I told him that this was fantastic and promptly and efficiently headed down the expert path. This was home to me – I kicked my shoes off, pulled my laptop out, removed my coat (pockets full of metal), skillfully hung on to my boarding pass and quickly moved through the detector. My fellow experts were moving along quickly – so much so that it looked like an “I Love Lucy” episode at the security exit and the constantly moving conveyor kept pushing our belongings down the rollers without mercy.
At that point, the detector went off for a not-so-expert behind us and all of us, without remorse, mocked him fiercely. This was an even playing field and metal in your belt is unacceptable! My mind is racing with expert traveler scoring apps for Facebook – Ranking board Google widgets for different traveler levels – the list is endless.
It was really refreshing to see an institution like TSA that, over the last 5 years, has said you’ll do it this way because this is the way we do it now come up with an idea that fulfills on the wants of “customers” – segmentation even!
Sorry for the sub par photos but they didn’t like me taking snaps of the security area so I had to be quick.
Kudos MSP – I am now an advocate.
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Finally, an airport that understands me for what I am - seasoned and impatient.
Even the image they use for the expert is self-righteous – look at her with her hands on her hips!
Filed under: Personal, business | 4 Comments
Tags: airport, msp, saavy traveler, tsa
Brilliant! When do we get it in TO?
Tremendous. Love how they incorporated experience level “branding” from the ski industry.
http://en.wikipedia.org/wiki/Alpine_skiing#Ski_trail_ratings
ok, seriously brilliant. They should have this at starbucks too.