ALITALIA: The pleasure of flying “Made in Italy”

Last June, Alitalia's announcement of its direct flight from Los Angeles to Rome was met with excitement, and slight trepidation. On one hand, people like me were proud of the fact that Italy’s national airline had resumed its operations from one of the main business and tourist hubs in the U.S. – not to mention the convenience for my personal and business travel needs.

On the other hand, individuals within the Italian and Italian American local community were tormented by a doubt: would Alitalia make it this time? As an integral part of my practice as a lawyer and business consultant, I make it a mission to explain to my European (mostly Italian) clients that in order to strive in the U.S., “acclimatization” is key. This does not translate into wearing flip-flops and hugging a surf board. It amounts to adaptation, from a cultural to business to ideological viewpoint.

As a transplanted Angeleno who has lived in Italy for almost two decades, it did not take me long to understand that customer service – regrettably lacking in most European countries - is paramount not only for success in American society, but essential for survival. Contrary to widespread misconception, survival of the fittest does not nec- essarily mean “of the strongest” species, but it boils down to one’s capacity to rapidly adapt to a new environment.

In business lingo: elasticity and capacity to appeal to and adapt to the needs of U.S. customers almost invariably translate into success. Having met Alitalia’s Senior Vice President in the U.S., Mr. Antonio Temporini, I have reason to believe (and hope) that Alitalia will not only survive, but succeed. Mr. Temporini has a firm grasp of the business savvy necessary to survive and advance in an extremely competitive market; he also understands that rapidly adapting to the U.S. market will benefit Alitalia both in the short and long term.

His vision and business philosophy are paying dividends. I recently accompanied my wife and young children to LAX, and witnessed first-hand an incredible shift in paradigm within the Italian airline. I paid close attention to the staff’s interaction with passengers, and was impressed by their professionalism, competence, and customer service.

More importantly, my wife later told me that she was impressed by the crew's kindness on board. Historical comparisons aside, this must the friendliest Alitalia in years. One would only hope that this newly acquired appreciation of customer service will be passed on to "Il Belpaese". Either way, the Golden State welcomes Alitalia, and welcomes its customer friendly make-over.

Sassan Masserat, Esq.