Our marketer on the ground, Simon Burrell, has spent many years working in and travelling across different regions of the world and now runs his own global travel website, "Our Man On The Ground". In this, his regular DMI column, he offers a marketer’s eye view of…

Airport security: when will those long queues clear?

Hands up all those who are fed up with waiting in line at airport security!  

I see a lot of hands.  

The only way to avoid it is by buying a Business or First Class ticket . . . but even that doesn’t always work.  

I have been stuck at Heathrow in what is supposed to be the Fast Track security line with people in front of me who were clearly not flying business class. It’s all very well offering this service, but airports need to police it properly.

Flying at the front of the plane does not, however, mean that you can get away with not showing your fellow passengers those little plastic bags with all your 100ml bottles and creams. I’m amused that some people feel they have to apologise to other passengers as they get all their clutter out and place them in the trays.  

And what is it with some European airports – how on earth are you supposed to fit your laptop and other bags into that silly little tray? Please get bigger trays, the queue will go down quicker!  

Relaxing the rules

I was flying out of Stuttgart a couple of years ago and the screener did not like the fact that  I had more than one plastic bag. He told me I was only permitted  to have one. I protested,saying I  don’t have this problem anywhere else . . . and never at Frankfurt Airport . . . whereupon he laughed and replied: “Huh! Frankfurt: that doesn’t surprise me!” and let me through!

We keep reading about the security rules being relaxed here in Europe, the latest deadline being reported as April 29, 2013. However, it would appear the US is a step ahead of us.  

I read just recently that the US    3-1-1 rule (referring to the Transportation Security Administration policy regarding three-ounce liquid items, carried in one zip-top plastic container in one carry-on bag) is now history – passengers report that the TSA has pretty much stopped screening liquids and no longer asks you to remove shampoos, creams and lotions – and even water bottles are not consigned  to that huge bin you used to see by the screening machines.  

But the official line is that the rule is still in place and is not set to be lifted until the end of this year, when upgraded software is installed, able to detect offensive liquids. So there we have it . . . until the next ban comes along to take the fun out of travel.

Personal details

I am all for giving away any of my personal information – such as  my inside leg measurement, what I had for breakfast and so on – if it means I can speed through airport security!  

Alas! There is no such thing internationally, yet. 

Those of you who travel within the US, however, may be familiar with the now defunct Clear program which shut down last year. It allowed members to speed through airport security. Well, good news!  The company was taken over by Alclear LLC and it is planning to start the program up again. Passengers must be fingerprinted and have their irises scanned, plus they must hand over their Social Security number which will be shared with the TSA.  

 Currently, this will be limited to 20 airports across the USA, but it’s a great concept and costs $179 for unlimited use. I’d love to have that here in Europe.

I was interested to see an ad in a British newspaper recently, during the British Airways cabin crew strike, from UK airline EasyJet, offering BA Gold Card holders free pre-boarding on their flights – you still have to queue at security though!  

I also like the way airlines are beginning to embrace social media, with the USA’s Southwest informing customers of flight delays via Twitter and promoting themselves on YouTube with a rapping flight attendant.  

Maybe Twitter could be used so we can choose the quickest line to get in to at security. . . .

• Is there enough demand for business-only flights in the current financial climate?  In my next DMI News Extra Travelog column, I am going to be looking at British Airways’ new   business-only service from London City Airport to New York’s JFK. Meanwhile, share your global travel issues with me, email: simon@omotg.com 

You can email Simon here: simon@omotg.com