Luxury Coach & Transportation

April 2019

Magazine for the professional limousine, charter and tour industry.

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30 LUXURY COACH & TRANSPORTATION APRIL 2019 WWW.LCTMAG.COM LEXI TUCKER is LCT associate editor and coordinator of the LCT Fast 40, a group of operators under 40 who collaborate and learn from each other about all aspects of chauffeured transportation. She can be reached at Quiet places are disappearing thanks to an "always on" technology culture. Your chauffeurs can change this. Be The Difference In A Noisier World E very now and then I come across a good article that gets me thinking about how I can connect it to the world of luxury transportation. Many times, it's not until after I'm done that I look at when it was written. "e Cost of Paying Attention" by New York Times writer Matthew B. Crawford is now four years old, but is still applicable to a world where people are on their smartphones nearly 24/7. Attention Interrupted One line stood out to me in particular: "Attention is a resource; a person has only so much of it." No wonder operators are clamoring to figure out how to get the most out of their Google, Facebook, and Instagram ads. ere are few places one can look and not be bombarded by flashy banners hocking products you just looked up on Amazon out of curiosity not even five minutes ago. In fact, it's really creepy…and that's coming from a Millennial. Crawford writes, "Lately, our self-appointed disrupters have opened up a new frontier of capitalism, complete with its own frontier ethic: To boldly dig up and monetize every bit of private head space by appropriating our collective attention. In the process, we've sacrificed silence — the condition of not being addressed. And just as clean air makes it possible to breathe, silence makes it possible to think." Read that paragraph above a couple of times until you firmly grasp what he's saying. ink of the average traveler you drive to the airport, a meeting, or a date night. e business traveler can't walk two steps in an airport without seeing thousands of ads all over the place. Heck, even when they get into the airplane itself, the screens on the back of the seats have programing with ads built in. Half (if not all) the time, meetings are conducted while everyone has their eyes glued to their phone screens. Date nights are supposed to be for one-on-one time with your significant other, but it's really hard to do that when an Uber driver is talking their ears off. My colleague Martin Romjue once wrote a column about how airport lounges used to be exclusive, but are now overrun by anyone who passes a credit check for a certain kind of credit card. And guess what? ey can bring their friends, too! I think everyone, at least for a point in time, has just wanted one thing: Silence. Chauffeurs Are Your Best Amenity is is why I think the best thing you can advertise about your company is your chauffeurs. Not your vehicles with fancy amenities (which are undoubtedly pretty cool), your service levels (we get it, they're great!), or the ability to make a reservation through your website (whoop-dee-doo…I should be able to do that for any service nowadays). Your chauffeurs. Why? Because they are trained to be quiet. is world offers few places where absolute silence can be achieved. At the gym you have music blasting through your headphones. At work, you have phone calls and cubicle chatter all day. At home your kids probably never shut up (I know that's harsh, but you know it's the truth). Perhaps the only time your clients will ever be able to truly get some work done is while they are sitting in the back of one of your cars. I think this should be a vital part of your chauffeur training program. It's likely not as heavily emphasized as it should be. I won't name names, but I once was riding to a hotel from the airport after long hours of flying, and while the chauffeur was incredibly nice, he would not. stop. talking. ere's no polite way to ask them to stop, in my view. You don't want to come off like a jerk or hurt their feelings. It shouldn't be the passenger's job to do this. It may not be that disruptive of an idea, but it shouldn't have to be. It should be common sense that employers train into their employees. Digital marketing experts estimate most Americans are exposed to about 4,000 to 10,000 ads each day. (Source: Forbes) Noise pollution is often cited as one of the main factors in the reduced quality of life in large, 24-hour cities like New York, where more than 200,000 noise complaints were recorded in 2016. (Source: The Guardian) In a survey of U.S. Internet users by Kantar Millward Brown, 71% of respondents said ads are more intrusive now than they were three years ago. (Source: Flickr user Pascale PirateChickan) APRIL 2019 eMarketer predicted 186 million U.S. adults would, at least once per month, watch traditional TV while using a digital device to browse the web in 2018. By Lexi Tucker, LCT associate editor

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