There seems to be a growing trend among airlines to refer to their passengers (a word that seems perfectly adequate) as the more grandiose 'guests'; an odd trend that makes customers sound like they are entering a hotel rather than a jet.
In promoting Virgin Blue's Embraer 170 jets, CEO Brett Godfrey talks from a "guest point of view". He says:
"We (Virgin Blue) cannot wait to introduce the aircraft to Virgin Blue guests in the coming months"
Now, I am all for marketing speak to sell an experience, but does the word "passengers" suffice?
Or maybe soon airlines will start calling First and Business Class guests and Economy as cattle!!!