When looks matter!

Apparently, one of the unwritten rules in an airhostess’s handbook says that she cannot have hormonal disturbances, get old or put on a few extra pounds and God forbid any cutaneous disruptions (read pimples).
Three pimples and she might as well pack her bags. Ridiculous? Well, many in legal circles too subscribe to this opinion. First, it was nine Air India cabin crew members who lost the battle of the bulge. The ‘Maharajah’ with his own hefty paunch handed out the pink slips after they lost a legal battle. Then, there were a few whose careers had a bumpy landing because of pimples.
So, what role does an airhostess play? Is she merely a glam doll, hence required to be young, smiling, energetic, and put bluntly, sexy?
It was only after the entry of various domestic players in the airline business did the standard of service onboard flights begin to look up. Competition got stiff and airlines started looking for ways to stand out from the rest. But, how does an airhostess’s weight or the pimple on her cheek matter?
“Pimples or a few pounds extra don’t really matter. The question arises when airlines have to maintain a particular image and have a standard for employees. If this is not in place, there would be no way to grade employees,” says Richa Sharma, a travel agent.
As airlines strive to capture the attention of customers, building brand image is a very important exercise. But does that mean an overweight airhostess means bad business? Ben Verghese, from Frankfinn points out, “When an airhostess is recruited, she knows that she has to keep to a certain criterion of weight and skin. So, she is duty-bound to maintain it.”
However, girls take the job, not as a pastime but as a career. When asked if it is fair to impose such stringent norms for them, he says, “Ageing is a natural process but one needs to age gracefully. If she is able to put on a professional look even with age, flying could be a long term career.”
Richa puts it succinctly, “In the service industry, good-looking people keep the mood vibrant. It’s mainly associated with the general perception that what is beautiful is good. It doesn’t matter if she cannot speak English or understand what ‘toast’ is. The stereotype is based on society’s belief that physical beauty is associated with favourable characteristics such as friendliness, likeability and hospitability. So, it is logical to expect that a service provider’s physical attractiveness will significantly affect customers’ perception of the company.”
Agreed, beautiful people do help, but has anyone travelled a particular airline, just because it had better looking airhostesses?
“Definitely not. But having good looking people in the service industry gives flyers a more pleasant immediate experience. Almost like a girl putting on makeup. It may not give her a long-term feeling of wellness but yes, it does make her feel good at that moment,” adds Richa.
05/01/09 Marcus A Clay/Times of India