Yesterday, on a United Airlines flight bound for Hawaii, passengers experienced an unusually intense boarding process at Los Angeles International Airport. A highly spirited gate agent took command of the scene, loudly addressing and, in some cases, reprimanding passengers who failed to follow boarding rules. The spectacle highlighted a growing trend in the airline industry toward stricter enforcement of boarding policies—but with a uniquely personal twist compared to some new automated approaches.
A scene fit for the stage.
For those present, the boarding process felt less like a typical United boarding event and more like an impromptu performance. The United gate agent did not rely on automated technology, such as the electronic “beep” systems being tested by American Airlines. Instead, she used the public address system to vocally enforce rules with authority and a touch of flair.
Passengers attempting to board out of order were swiftly redirected. One pair of regular United travelers, “apparently misunderstanding” the one carry-on plus one personal item rule, were publicly pulled aside. The agent announced, “I don’t care if you’re 1K or what your status is—these are the rules.” The couple was left to reorganize their belongings as their boarding group moved on without them.
Hawaii flights have unique boarding dynamics.
For Hawaii flights, boarding issues take on greater significance. These routes are some of the longest in the U.S., often stretching over five hours from the West Coast and even longer—up to eleven hours from other mainland cities. Securing overhead bin space and boarding early is critical for many travelers, especially those flying economy or with children and families.
Hawaii-bound flights also attract a higher proportion of leisure travelers, many of whom are less familiar with airline rules or less practiced in packing efficiently. Overstuffed bags and confusion over boarding groups are common, sometimes adding to the stress at the gate.
Compounding this, the overhead bin space on full Hawaii flights becomes a priority battleground. With passengers carrying everything from bulky souvenirs to snorkeling gear, competition for storage space can be intense. Travelers rushing to board early to claim overhead bin space is an issue we previously examined in Misuse on Southwest Hawaii Flights Became Last Straw for Old Ways, where boarding-free-for-all led to significant frustration and a necessary policy shift.
How strict is too strict?
What United passengers witnessed yesterday was more than we’d seen before, but it was not surprising, given the routine abuse by passengers. Could it be a preview of an airline industry heading toward a no-tolerance policy for boarding infractions?
With new automated systems being introduced at select American Airlines gates—likely to spread industry-wide—the focus on efficient boarding is only intensifying.
On forums, users have shared mixed reactions to these stricter measures. One traveler celebrated seeing “about five people get punted out of line for boarding early,” describing it as “long overdue.” We observed even more passengers being redirected while boarding in Group 1.
Another pointed out that stricter enforcement might backfire if airlines don’t address underlying issues like overhead bin space and ambiguous carry-on policies. For example, the luggage bins on United’s MAX 8 aircraft can hold more bags if passengers follow the imagery above each bin, which advises inserting bags first and then turning them to stand upright. Although flight attendants sometimes provide guidance on this, we did not hear any such announcements on our flight.
Might this reach a head this holiday travel season?
Hawaii flights are about to reach peak capacity, even over Thanksgiving. Travelers who secured Hawaii tickets for just over $100 each way for flights over the pre-Thanksgiving season will now see those same flights selling for ten times that amount as demand surges during next week’s holiday.
With planes packed to the brim, the stakes for efficient boarding will be higher than ever. Gate agents may face increasing pressure to enforce rules as passengers, stressed by holiday travel, push the limits of carry-on allowances and boarding group order. This holiday season could be a true test of whether airlines’ stricter policies, like the ones we saw yesterday, or others we’ve heard about on American Airlines, are effective—or if they will only add to the chaos.
Others raise concerns about the tone and tactics used in airline policy enforcement.
A reader from Maui commented, “Publicly calling people out isn’t going to make things better. There’s a way to enforce rules without embarrassing anyone.” Meanwhile, another traveler told us, “If it speeds up boarding and ensures fair treatment, I’m all for it. Hawaii flights are long enough without delays.”
Lessons for Hawaii travelers.
The heightened focus on rule enforcement means travelers to and from Hawaii need to prepare better than ever. First, familiarize yourself with the airline’s carry-on policies to avoid unexpected delays or embarrassment. If you’re packing unwieldy items, consider checking a bag or using compression bags to ensure you meet size limits.
Timing also matters. Avoid hovering near the gate before your group is called. Instead, wait until the announcement to approach the boarding area. This simple step can reduce stress, minimize congestion, and ease the boarding process for everyone.
Finally, understand that stricter policies are becoming the norm. Automated systems like those being tested by American Airlines at select airports may reduce human confrontation but will still enforce the rules just as rigorously. For Hawaii flights, where high passenger counts and longer routes are standard, compliance with these policies is essential for smoother travel experiences.
Will Hawaii flights be the testing ground?
With their unique mix of long flight durations, seasonally high-demand routes, and diverse passenger profiles, Hawaii flights might prove to be the ideal testing ground for these new boarding policies. In fact, perhaps that’s just what we witnessed yesterday. Airlines flying to Hawaii could use stricter boarding enforcement to improve efficiency and overall passenger satisfaction, especially during peak travel seasons like the upcoming holidays.
However, airlines will need to balance efficiency with a spirit of kindness and respect that travelers value, especially on Hawaii flights. As one commenter noted, “Being respectful and kind, even when enforcing rules, is important for airlines to remember. There’s a way to do this that keeps the process smooth without losing what still makes travel special.”
The key takeaway for Hawaii travelers: follow the rules, pack thoughtfully, and be ready for change. Whether it’s a loud announcement or an automated beep, the era of relaxed boarding practices may be coming to a quick end.
Have you experienced boarding rule enforcement on Hawaii flights?
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Hi I’m Joe, a frequent traveler to HNL both for business and pure enjoyment of Honolulu! Yes, I too am concerned with the number of “not so frequent travelers” who disregard the boarding “rules” and claim boarding rights above those of us who have paid for and/or earned early boarding privileges! “That Guy” who bumps his way to the head of the line because he is a “Kamaaina” or knows the lead Flight Attendant and thinks this is a permission to move past those of us who paid for or earned the rights of early boarding! Yes, we need enforced rules and that means a crew members uncle boards in his rightful position not his perceived “local” rights! Enforce The Rules!!
I just got back from a 1 week trip to San Jose from Portland, OR. The Horizon people (it was sold as an Alaska flight, but it was operated by Horizon) made a number of announcements about carry-on items. No surprises there. And they announced that the Horizon jets did not have room for all the carry-on items, so if anyone wanted to gate check their carry-on, please do so in advance. It worked well.
Now, when we fly to Hawaii (as we will again in January) it is on United and I haven’t had a problem with them, either. Nor with passengers jumping lines. Whatever. BTW, I support the airlines trying to enforce rules that are made clear when you purchase the tickets.
I am glad to hear this is finally happening. Watching people bring huge carry-ons and multi other back packs and bags and then putting all of them in the space above rather than have anything affecting their comfort at their feet is annoying. That people don’t know the rules is not true at all. Most if not all are fully aware of what they are doing. It is the way today. It is called I Am Entitled>
If you fly Southwest it’s still the best organized boarding process because your ticket is numbered. When you’re standing in line you have to show your ticket to the others so you’re all in sequence. I understand they’re going to be changing it unfortunately.
It’s about damn time. What’s the point of even having boarding groups if a company isn’t willing to enforce it? Either enforce it or do away with it entirely. All the current policy does is train people that ignoring the rules benefits them and punishes those that follow the rules. We definitely should not be giving preference to those unwilling to follow the rules. C’mon folks, this is civilization and we should abide by those rules or it’s the rule of the most dominant. I’m unwilling to accept ignorance as a way of getting around what we all should know to be right. It’s not rocket science…board when your ticket says to board. Even ignorant people should be capable of that.
Americans new approach using the scanner to call people out is perfect. It’s a machine and doesn’t make it personal. Also, it offers consistency which is hard to do otherwise.
Nope. The gate agent was absolutely correct in the way it was handled. The sooner people realize that they will be called out for their behavior the sooner it will stop.
It’s not just AA and UA doing it. I was boarding a British Airways flight a few weeks ago and the guy in front of me was trying to board with my group (Group 1). He was told to step aside and board with his group, which was Group 9.
You want to board earlier? Pay for it or earn it like I did.
Follow the rules. Board with your group number.
Problem solved.
In the past 4 months of traveling we have heard several of the airlines we have traveled on making announcements prior to boarding reminding people you are only allowed 2 carry on items and any fanny pack, purse, or plastic bag is considered a carry on and must be consolidated if it puts you over the limit. On one flight someone was carrying a rather large pillow and was told that was considered a carry on and would have to check one of their bags.
There does need to be some monitoring of what people are carrying on as some feel the rules do not apply to them with what they bring with them, however, no one should be used to make an example by embarrassing them
Sorry but for most it is the only way they will care.
If it is the same United gate I had for a LAX to HNL flight last December, the design of that part of the terminal is part of the issue. The gate used was the middle one; however, it and some other gates are close together and there is one large seating area for almost everyone, with a less than ideal layout of long rows and their directions relative to various gates (there are some seats in smaller areas on the sides). The boarding/waiting line was quite a distance down the middle of the big area and ended-up impacting the movement of passengers not on this flight (and people coming into the terminal from arriving flights). Further, the announcements for all of the flights kind of blended together and the United app updates (boarding time…) were not as aligned with reality as you would expect. And did I say that the flight departure was about two hours late? The gate agents and other staff did try their best, and even added some entertainment, e.g., someone was in a Santa outfit.
United’s boarding process, like that of many other airlines these days, uses very sketchy logic. Between the premium elites, and those who purchased their way to the head of the line (Group 2), over half the plane has boarded before the common folk start boarding.
Airlines should do a silent pre-board. Send the agents out into the seating area to solicit the elderly and families with small children, then quietly escort them on board first. Only after they’re aboard should they then announce the commencement of boarding. Otherwise, it’s a scrum from the moment the first PA announcement is made.
There is a loophole of not getting charged to check a bag calling it a “carryon”. Then when it will not fit in the overhead the flight crew does a gate check at no charge. Maybe when SWA goes to assigned seating the miracle Jetway Jesus will stop. 🙂
I have noted that once airlines started checking bags at the gate for free, people started bringing more, and larger, bags than allowed hoping to check for free. If no request goes out for bags to get checked, then issues occur. The rush to get onboard to make room for all your “extras” starts. Sadly, unlike Jay explained, gate agents don’t stop them. I say bring on the announcements and call out the violators.
Solution is to provide 1 checked bag free to all passengers. You’ll see a lot of empty overhead bins really quickly. Airlines must decide $$ for checked bags vs efficient boarding and customer satisfaction.
I travel between Hawaii and the mainland several times each year. I am always amazed at the balls passengers have in disregard to following carry on rules and that the airline personal were allowing it. It is long overdue. Rules are posted when purchasing tickets and when checking in online and printing tickets. Passengers know the rules. It’s about time and fair to crack down.
About time… Lat trip home in May, saw one lady who had 4 – yes 4 – full sized bags to carryon, they were loosely strapped together in 2 piles that she could barely move. She then spent 10 minutes vigorously arguing with the gate agents that these were “her carryon and personal item”. She finally was forced to stuff things into 2 bags with items bulging out of the pockets, They actually let her board like that but I think the bags got gate checked since they obviously wouldn’t fit in the overhead…
Best Regards
Hostile, rude, and obnoxious treatment by gate agents risks anger and air rage incidents. No customer should be subjected to public humiliation.
BOH please post video so United can improve service.
Let me guess the gate agent was wearing a mask.
Why would it matter if the gate agent was wearing mask? Exactly how does that affect you? Oh that’s right, it doesn’t!
Hi Rob and Mike.
No mask. We were both caught so off-guard by the whole event that we unfortunately didn’t capture any video.
Thank you both for your many comments!
Aloha.
When someone is publicly called out for breaking the rules, it’s a powerful deterrent—I highly doubt they’d make the same mistake again. It seems that some people completely lose their common sense when they travel. If you choose to ignore the rules, you should be prepared to face the consequences
Follow the rules. Board with your group number.
Problem solved.
You really made me laugh with your comment about the gate agent! The people that tried to board when it wasn’t their turn are the truly rude people involved but then enablers and feel good people are what the biggest problems in America today!
It is also rude to other passengers to prolong boarding due to your not following rules of carrying extra luggage and boarding procedures. The slightest of delays can affect making your connecting flight. On time departures are absolutely crucial in the industry. Entitlement is not OK. I was in the airline industry all my life, from reservations, gate agent and flight attendant. On time departure is part of each positing in the industry to work collectively…. so passengers are part of that too.
If the airlines charged $20 for each carry on, my guess is many of those problems would be solved. I have seen people with carry-ons bigger than my checked bag. Then they try to cram the bag into the overhead bin, completely ignoring the bags already in there. And as for calling them out over the PA, good for them. Last trip I saw an older guy and wife board early. Their family tried to board with them (10!) and the gate agent turned them away.
This is one reason I fly 1st class. No bag issues.
Yeah I hate it when people do that. I usually just have a backpack with my laptop and some other stuff I need should my luggage gets lost. So it’s fairly small. So when people start shoving their carry on in the bin my backpack gets squished and shoved unceremoniously behind their stuff. That usually includes my jacket.
People that “Think” that there is a kinder, gentler way to tell people that they are wrong is exactly what is wrong with American society today. The boarding process is clearly spelled out before it even starts and if you can’t even listen to that and somehow think that the rules don’t apply to you then That is on you and no one else! If you get called out then That is indeed on you and else so deal with it. The same thing happened on an American flight in Dallas over the weekend and I applauded the gate agent for dealing with the problem passenger how they did it. Long overdue on All airlines.
I think all airlines should go back to using the rack you used to have to put your carryon into to see if it fit the size limit. If it doesn’t, you have to check it. So tired of flyers bringing on overstuffed carryon bags, plus a giant back pack or shoulder bag that you can see will never fit under a seat.
Not that difficult folks, board when your section is called, one carry on one personal and sit in the seat you paid for.
Even a caveman can do it.
Bravo for that gate agent. They deserve a raise. There are far too many people when flying, act like it’s their first time or that the airlines rules and regulations somehow don’t apply to them. If you can’t follow the rules, please stay home. Certain bags are way too big to fit in the overhead, yet “special” people try to bring them on time and time again. Thus delaying the boarding process and upsetting the passengers that actually know how to travel correctly.
Finally! Even if we are first group to board on Hawaiian particularly, but also Alaska, we have had to navigate and excuse ourselves at the gate to get through. Its difficult and uncomfortable- even embarrassing to have to get through. I am not sorry for people not following the rules being embarrassed. If indeed I was called out for misunderstanding my place for boarding,I would say sorry and laugh it off. A mistake is a mistake, but
it seems the people cutting and crowding know exactly what they are doing.
Boarding is a hot mess because there’s no consistency. If airlines want smoother boarding, they need clear communication and enforcement—but with kindness. Travelers at least deserve that.
This I believe is the real reason – lack of consistency on boarding process and no automatic trigger when scanning your boarding pass only allowing those being called to be let through. Too early you go back to the end if the line. People will learn quickly to follow boarding process.
Good! I’m tired of people crowding the gate when it’s not their turn. Strict enforcement is way overdue. Not just at United. Hawaiian has the very same problem.
I’ve never had a problem with this, but I have no problem with gate agents enforcing the rules.
As for the carry on issue, this was very predictable when the airlines started charging for checked luggage so in a way it is a self inflicted wound.
This seems too extreme. A loud gate agent calling people out over the PA? That feels like overkill to me. There has to be a more professional way to handle it. But it’s also been going on too long.
The way the gate agent handled it was professional.They did a great job
I’m all for stricter boarding. People abusing the system ruin it for everyone who follows the rules.
It’s about time airlines enforced the rules consistently. But they need to find a way to do it without embarrassing passengers—it’s stressful enough to fly these days.
Nope. If people think rules or regulations apply to them, they deserve to, and should be, called out for it