How Breeze Airways Could Change American Aviation

Breeze Airways, a new startup set to launch in 2021 but may start sooner. The airline is looking at shaking up the American aviation market and wants to connect secondary destinations across the United States. However, beyond this, the airline now wants to be one of the “nicest” in the United States.

Breeze also wants to be one of the “nicest” airlines in the world. Photo: Breeze

Breeze wants to be known for being nice

Per FlyerTalk, David Neeleman branded Breeze as the “World’s Nicest Airline.” This stands out for a couple of reasons. For one, airlines are not really known as being “nice.” Nearly every passenger has a horror story about some particular airline. And, in the era of increasing ancillary fares and basic economy, nice is largely a word people associate with the past when it comes to flying. Breeze is trying to change that.

Getty Pan Am first class
Nice is a word that people largely believe is from the past age of flying. Photo: Getty Images

How will Breeze do this?

One of Neeleman’s previous startups is JetBlue. JetBlue is a well-renowned airline, especially amongst its passengers. The airline was the first in the United States to add doors in business class. With flight attendants who encourage passengers to take extra snacks and having inflight entertainment across its fleet, Neeleman’s former startup has embraced an airline model that caters to improving the passenger experience.

JetBlue Inflight Entertainment
JetBlue offers seatback screens in an era where more passengers are getting rid of them. Photo: JetBlue

Neeleman could continue to take a page out of JetBlue’s book and offer passengers an upgraded, modern passenger experience. While details about the interior configuration of the aircraft have not been finalized, Neeleman has thrown out some pretty interesting suggestions ranging from premium-heavy A220s to even ones with lie-flat seating (perhaps for a transatlantic crossing?)

Airbus A220
Details about the Airbus A220’s configuration are not yet public. Photo: Airbus

How Breeze could be the “nicest” airline

Breeze will operate under a low-cost model. This will likely mean that the airline will charge ancillary fees. Naturally, this would be a way for the airline to compete on price in order to peel passengers away from existing airlines in the United States.

If Breeze really is able to pull off a customer-centric model that offers a superior onboard experience, this could go a long way in the airline taking a slice of the passenger market in the United States. What would really make Breeze stand out is a cabin crew training program that focuses specifically on the customer experience.

Getty Images
A flight attendant who smiles and welcomes passengers aboard goes a long way in setting the tone for a flight. Photo: Getty Images

There are plenty of ways an airline can be “nice” without costing the airline much. A flight attendant who smiles, welcomes passengers aboard, and speaks in complete sentences when interacting with passengers (“what would you like to drink, sir/ma’am?”) goes a long way in setting the tone of the flight.

How could this change American aviation?

If Breeze’s model catches on and more passengers start flying the airline, it could put other airlines in some trouble. If at a lower price and nicer onboard experience, Breeze is able to peel away passengers from other carriers. Or, even better, it could cause other airlines to follow suit.

However, this would require Breeze to grow a lot more than its current ambitions. The A220 does not have the capacity and range to fly to as many destinations as current airlines do. Furthermore, Breeze does not have a lot of aircraft on order. This does limit the airline’s scope for the time being.


Breeze may have a shot at being the “nicest” airline in the United States given that there isn’t a lot of competition for that spot. What would be harder, however, is growing large enough to make a huge impact on American aviation. However, Breeze could cause some airlines to reckon with a new competitor and attempt to make flying a bit more comfortable again.

How do you think Breeze will impact American aviation? Let us know in the comments!