By Thomas Pigeon
One can’t help but be sceptical about a new airline entering the field. Countless have come and failed. It is the same bad service, inedible food and angry staff. You know the deal. And then there’s ITA (Italian Airways). This severely airline-beaten global traveller decided to give it one more go with another new one. I must confess ignorance as ITA was not on my radar for international travel, but with the announcement of their new non-stop flight to Rome from Toronto, I was all ears. With an introductory business class fare fully 50% lower than its competitors, the trial was a no-brainer.
The first test was punctuality. In an industry where no airline seems able to spell “on time”, the Airbus 330 had wheels liftoff right on time. As I slumped into my fully reclining seat to have an early nod off, I noted the seating configurations weren’t as big as some of the larger planes these days but ample to have a good snooze over the Atlantic. The inflight entertainment system was easy to navigate. For some airlines with complex entertainment systems, you need to consult ChatGPT before liftoff to figure things out. To the credit of the flight attendant(s), they didn’t wake me for food and beverage service; I was likely snoring heavily and keeping the entire plane awake.
This stressed-out, exhausted passenger was in la la land for the entire flight, so the outbound leg inflight service is hard to comment on, so I’ll reserve my comments for the inbound service portion. Upon landing in Roma, I grabbed a cheap and cheery hotel in Roma Centro, which never gets tired, whether it be a quick run down the Spanish steps, staring in wonder at the Colosseum or drinking in the beauty of one of the countless small winding side streets festooned with “ristorante”. Alas, the visit was cut short by the need to meet up with my daughter and Editor of our newly founded Vera Vita in Sicilia for a whirlwind trip she had planned meticulously.
I could go on endlessly about Sicilia and Sardinia, but I will reserve that for another article – let’s get back to the magic of aviation. It always strikes me as wondrous that 10 tons of metal can seemingly effortlessly launch off the tarmac in one-time zone and magically appear hours later in another.
Upon return from 30 days meandering, drinking, eating and then drinking and eating again my way through Sardinia, Sicilia, Toscana central and northern Italy, I ended up in front of the ITA check-in counter at Terminal 1 in Roma. My knee had recently given out, and surgery was in the future, so I purchased a fabulous walking stick and knee brace in southern Italy. Quick to notice, the ground agent asked, “Tutto bene?” I assumed he was asking about my day in general, but then he expressed grave concern about my injury. It took me aback. An airline person who cares? At any rate, the process was lovely, including one of the ground crew escorting me with my less-than-stellar right leg dragging behind me to the security area. The friendly lady escorting me introduced me to the security agent at the gate and, in Italian, asked her to please take care of me. Now, I’m not a kid anymore, nor do I expect senior citizen treatment. However, I was in significant pain, so I accepted the kind gesture and was whisked through security to my flight.
Again, there was an aura of kindness as I approached the boarding area—a rare commodity in air travel. While ITA Airways may be new to Canada and Canadian international travelers, it carries forward the legacy of Alitalia, which served as Italy’s flag carrier for decades. This experience has helped ITA swiftly establish itself as a provider of excellent service, something unlikely to diminish. This airline might have a soul – a very Italian cultural value we’d like to see in more North American businesses.
Yet again, the flight boarded precisely on time and wheels up on time as promised. I had consumed a couple of caffe normales (s), so I was jacked up on espresso – I wasn’t likely to want to miss the show.
First off, again, toting way more carry-on baggage than I should have, the staff almost tripped over themselves to help me load my sundry cases and bags into the overhead. Preceded again by the woeful look with a prompt, “Tutto bene?” I found myself wondering what ITA does to ensure its staff are so joyful.
Greeting me at what felt like a home away from home for the next 10 hours in seat 2H was the loveliest collection of face and body creams to protect my skin from flaking and leaving my suntan from southern Italy on the plane’s floor. The package of creams branded “Spa of Wonders” wrapped up in the sweetest travel case to take onto the next leg of my journey. And last but not least, not a “pair of socks” (which is the typical fare) but a pair of ITA branded “Spa Slippers” – so thoughtful! It is these little touchpoints in life that make things memorable.
As I slid into my comfortable seat in business class, the flight attendant showed me the menu for the upcoming meal options. Being accustomed to “food” akin to Charles Dickens’-style gruel and Jello in our national carriers, I was taken aback by the description on the menu. A lovely Italian Merlot was served to accompany the antipasto: Culatello, pere et Aceto Balsamico (cured ham from Roma, pears and Balsamic vinegar). The “Primi” was a lovely Ravioli Carbonara drizzled with a delicious white crème sauce. And for “Secondi”, I ordered “Pesce Spada, pistacchi, sommacco e melanzane” (Swordfish steak in a pistachio, sumac and aubergine sauce). Nicely plated and delicious. I pinched myself and was wondering if I was on a plane or back in the side streets of Roma at a piccolo ristorante. Instead of conventional “dolce”, I chose a plate of assorted fresh cheeses with some fresh and ripe fruit, accompanied by a fine glass of Vino Santini. I commented to the flight attendant about the excellence of the meal. Her response was lovely: “You are still in our hands and in Italy until we return you home. So why should it be any different than in Roma?”
So, as I jogged across the Atlantic in my lovely Italian metal chariot, it struck me this airline just might have figured it out. Treat customers with respect, show them some kindness, be on time, make them comfortable, provide them with excellent food, listen to their needs, and they’ll come back. It seems painfully simple but is anything but the norm these days.
ITA gets it, and I will be back. – VV
Photography courtesy of Thomas Pigeon & ITA Airways
