
A new company,
SATISFLY, is offering passengers the ability to be placed next to a suitable seatmate for them on board flights. SATISFLY "will increase compatibility among seat neighbors by positioning customers onboard according to their preferred behavior and personal profile." Hawaiian Airlines will be testing the service on airline employees on board before deciding about applying it to all passengers.
As part of its marketing, SATISFLY points to studies showing that brand recognition for airlines is helped by experiences with positive neighbors and hurt in opposite situations, despite these factors being out of the airline's control. In short, the service is trying to provide a more personal service for passengers on board and therefore build brand loyalty. They cite that "80% of passengers feel their seat neighbor's behavior influences their overall flight satisfaction," and half
"would pay a premium to be seated next to someone that behaves like them."
An interesting idea. Will it be successful? It's hard to say. What makes mass transit so frustrating to people is having to cede one's independence to factors beyond their control or wishes.