Alaska Airlines Launches “Fly for All” App for Neurodivergent Passengers

In 2020, Alaska Airlines launched a free app in the Apple App Store and Google Play called Fly for All. Designed for first-time flyers and those with cognitive and developmental disabilities, including autism, the app will help ease the anxiety of air travel by walking guests through the steps they’ll follow during the air travel journey.

Recently, we caught up with Ray Prentice, Director of Customer Advocacy for Alaska Airlines, for the full story behind this groundbreaking app and his efforts.           

What’s your background as an advocate for accessibility in the aviation industry? 

RP: I’ve been with Alaska for over 32 years in a number of roles. As Director of Customer Advocacy here at Alaska Airlines, my primary and favorite role is helping promote and sustain accessible and inclusive products and services for our customers. I’ve been involved in this arena for over 20 years, supported and inspired by employees and customers with disabilities who want to travel independently.

Where did the idea for Fly for All come from?

RP: Pre-Covid we hosted a number of practice sessions for families and individuals who have autism: Giving the opportunity, in a supporting environment and at no cost, to come to the airport, check-in, go through security, get on a plane, and taxi around the airport. We were hosting up to six events a year and within 45 minutes many of these flight opportunities would be filled up. So we saw incredible pent-up demand for these individuals and their family members to get more comfortable with that air travel experience. That’s when we learned about a company called Infiniteach at an Open Doors conference and immediately jumped on the opportunity to work with them. We’ve received great feedback from our customers about this app and we want to continue to get the word out so everybody knows about it.  I feel like this app will benefit any customer regardless of whether they are flying on Alaska Airlines or not. And unlike our practice flights that fill up quickly – this application can be used anytime – it is free of charge.

How were you able to find funding for the project?

RP: Funny you asked.  At the time were IT resources constrained at the time, which is not unusual for any large company. So an advocate/colleague of mine in another department and I, scraped up the money from each of our budgets to get this project off the ground. We also grabbed a friend who is a voice talent for Alaska Airlines and she volunteered her time as well. So we frankly just figured a way to get it done. 😎

How does Alaska Air measure the ROI for this? P.R., Downloads, etc?

RP: This is a really good question and the best way we can ROI to date is downloads.  Just prior to Covid we had 20,000 downloads which we think is good. But again, I think we see a great opportunity to more broadly make this app available to our customers, which is why I’m so happy you reached out to me. Personally, my view is that if we have one family that downloaded the app — and found it helpful for them to make a journey with less stress and anxiety – I feel like it was a win. So we’ve had 20,000 wins thus far. Down the road we would like to add this app as a feature of our Alaska Airlines travel app, which would give it much broader visibility. 

OUR TAKE: Alaska’s innovative Fly for All app is making it easier for people with cognitive and developmental disabilities to plan and prepare for air travel. By helping to make disabled customers more comfortable, Alaska is bringing the possibility of travel to many more people and families – perhaps up to 20,000 thus far!