TSA Taking Hassle Out Of Security Checkpoints For Some
There is good news from the Transportation Security Administration (TSA) for more than a quarter of U.S. fliers.
Roughly 450,000 passengers a day will be eligible for special treatment (or as we like to call pre 9/11 treatment) as existing programs are expanded to include a random selection of passengers considered to be a low security risk by the TSA. Meaning your shoes, coats and computer will remain untouched. This a huge bonus for busy business travelers who are often slowed down by security checkpoints
The “chosen ones” will be selected for an expedite service and will not be required to provide any personal information outside of what they provided when they booked their flight.
“To do this, the government and TSA are collecting no new information,” said Joseph Salvator, the TSA’s deputy assistant administrator. “Everything we’re using to make these risk assessments is information that the passengers currently provide the TSA, which is name, date of birth and gender.”
There will be no indication to passengers prior to collecting their boarding pass, or in cases where the designation has been coded, when the present their boarding pass at a security checkpoint. Fliers will be directed to a line currently reserved for members of the Global Entry Program and the TSA’s Pre-Check program, and individuals who are frequent fliers, members of the military, as well as passengers older than 75 or younger than 12.
Read related content:
- US Blocks AMR and US Airways Merger
- JetBlue To Start Offering First-Class
- American Airlines Debuts New Logo and Look
- American Airlines to Hire 1,500 Plus Flight Attendants
Carry-on luggage will still be required to pass through X-ray machines and passengers will still go through metal detectors, but the most frustrating part of going through security like removing your shoes or taking your laptop out of its bag, will not be enforced.
The TSA plans to have the program in place by early October, thankfully before the busy holiday season where airport foot traffic heavily increases.
The worldwide Global Entry Program and the domestic Pre-Check Program requires fliers to submit applications and fingerprints, which has been a huge area of controversy as some critics call it invasive. However, those passengers are eligible for the expedited lines most of the time.
The expansion of the new program to select low-risk passengers aligns with the goal of the TSA Administrator John S. Pistole’s goal to redirect the agency’s focus toward those that pose the greatest threat.
“It’s our philosophy that one shoe size doesn’t fit everybody,” Salvator said. “When TSA was stood up after 9/11, we treated everybody the same. We’re trying to move off that model and use a risk-based approach and the intelligence we have developed over the years.”
Hopefully this will be a small step toward a less frustrating future for all passengers.
Photo credit: Ints Vikmanis / Shutterstock.com
Marketing matters: from IBM to Kyndryl
Prior to joining Kyndryl as Chief Marketing Officer, Maria had a 25-year career at IBM, most recently as the tech giant’s CMO where she oversaw all marketing professionals and activities across North America, Canada and Latin America. She has held senior global marketing positions in a variety of disciplines and business units across IBM, most notably strategic initiatives in Smarter Cities and Watson Customer Engagement, as well as leading teams in services, business analytics, and mobile and industry solutions. She is known for her work with teams to leverage data, analytics and cloud technologies to build deeper engagements with customers and partners.
With a passion for marketing, business and people, and a recognized expert in data-driven marketing and brand engagement, Maria talks to Business Chief about her new role, her leadership style and what success means to her.
You've recently moved from IBM to Kyndryl, joining as CMO. Tell us about this exciting new role?
I’m Chief Marketing Officer for Kyndryl, the independent company that will be created following the separation from IBM of its Managed Infrastructure Services business, expected to occur by the end of 2021. My role is to plan, develop, and execute Kyndryl's marketing and advertising initiatives. This includes building a company culture and brand identity on which we base our marketing and advertising strategy.
We have an amazing opportunity ahead at Kyndryl to create a company brand that will stand apart in the market by leading with our people first. Once we are an independent company, each Kyndryl employee will advance the vital systems that power human progress. Our people are devoted, restless, empathetic, and anticipatory – key qualities needed as we build on existing customer relationships and cultivate new ones. Our people are at the heart of this business and I am deeply hopeful and excited for our future.
What experiences have helped prepare you for this new opportunity?
I’ve had a very rich and diverse career history at IBM that has lasted 25+ years. I started out in sales but landed explored opportunities at IBM in different roles, business units, geographies, and functions. Marketing and business are my passions and I landed on Marketing because it allowed me to utilize both my left and right brain, bringing together art and science. In college, I was no tonly a business major, but an art major. I love marketing because I can leverage my extensive knowledge of business, while also being able to think openly and creatively.
The opportunities I was given during my time at IBM and my natural curiosity have led me to the path I’m on now and there’s no better next career step than a once-in-a-lifetime-opportunity to help launch a company. The core of my role at Kyndryl is to create a culture centered on our people and growing up in my career at IBM has allowed me to see first-hand how to prioritize people and ensure they are at the heart of progress in everything Kyndryl will do.
How would you describe your leadership style?
I believe that people aren't your greatest assets, they are your only assets. My platform and background for leadership has always been grounded in authenticity to who I am and centered on diversity and inclusion. I immigrated to the US from Chile when I was 10 years old and so I know the power and beauty that comes from leaning into what makes you different from other people, and that's what I want every person in my marketing organization to feel – the value in bringing their most authentic self to work every day. The way our employees feel when they show up for themselves authentically is how they will also show up for our customers, and strong relationships drive growth.
I think this is especially true in light of a world forever changed by the pandemic. Living through such an unprecedented time has reinforced that we are all humans. We can't lead or care for one another without empathy and I think leaders everywhere have been reminded of this.
What’s the best leadership advice you’ve received?
When I was growing up as an immigrant in North Carolina, I often wanted to be just like everyone else. But my mother always told me: Be unique, be memorable – you have an authentic view and experience of the world that no one else will ever have, so don't try to be anyone else but you.
What does success look like to you?
I think the concept of success is multi-faceted. From a career perspective, being in a job where you're respected and appreciated, and where you can see how your contributions are providing value by motivating your teams to be better – that's success! From a personal perspective, there is no greater accomplishment than investing in the next generation. I love mentoring younger professionals – they are the future. I want my legacy as a leader to include providing value in work culture, but also in leaving a personal impact on the lives of professionals who will carry the workforce forward. Finding a position in life with a job and company that offers me a chance at all of that is what success looks like to me.
What advice would you give to your younger self just starting out in the industry?
I've always been a naturally curious person and it's easy for me to over-commit to projects that pique my interest. I've learned over years of practice how to manage that, so to my younger self I’d say… prioritize the things that are most important, and then become amazing at those things.