I rushed to catch my 6 p.m. Continental Airlines flight Sunday out of Newark Airport—via a $75 taxi ride no less—only to have my flight delayed. First, it was a mere 15 minutes. Then 6:15 turned into 7, which eventually became 8:30. The gate staff was communicative and pleasantly informative throughout the delay.

When we eventually boarded the plane, each passenger was handed a pamphlet. Thinking it might be an invitation to join Continental’s customer loyalty program, of which I am already a member, I was pleasantly surprised to find instead that it was a Customer Care Kit—essentially a couple of coupons—as an apology for delaying our flight. An apology! We received:

• a Travel Discount Coupon for 10 percent off a published fare anywhere Continental flies;

• a Continental Currency voucher, good for one premium beverage, one movie headset or $15 off a Duty Free purchase totaling $75 or more; and

• a prepaid Customer Comment Card.

I was stunned. I can’t tell you how many times in recent years I’ve had flights delayed, cancelled, rerouted or miss connecting departures because we didn’t leave on time on other airlines and have never once been handed a discount anything.

That experience rooted a little more deeply in my consciousness that Continental remains one of the better U.S. airlines for customer service today. Granted, it wasn’t like the company was handing out free flights, but a complimentary drink can certainly come in handy when you’ve been delayed, and 10 percent off newly raised fares this fall can have real value.

Building Customer Loyalty

It reminded me of articles I used to write when on staff at Incentive magazine—a business trade publication that covers customer and employee marketing and management—and how it has been proven time and again that it’s the little things—like an apology or a simple thank you—that matter to, and stay with, most people.

On top of my free drink (yes, I ordered a scotch), every seat had a pillow and blanket. Every seat. Plus, the airline still serves meals. No fees yet for a little sustenance and comfort on a Continental flight.

I had joined Continental’s OnePass loyalty program years ago after learning the airline had rededicated itself to customer service, tried it and was impressed. I don’t fly it often now though as I’ve moved to Brooklyn, away from its local hub.

But I’m glad to see Continental has continued its commitment to the customer, and after this week’s experience, I’ll be willing to occasionally put up with a little inconvenient ground transportation to feel my choice of airlines is truly appreciated—as well as to enjoy those little extra in-flight comforts.

We so oftern read about the negative side of flying these day. Do TravelMusings readers have additional positive airline stories they’d like to share? If so, please add them to the comment section.