What Funeral Businesses Can Learn from the Airline Industry

In a recent column for American Cemetery & Cremation, MKJ Marketing Founder Glenn Gould explores an unexpected but insightful comparison—what funeral professionals can learn from the airline industry. 

Southwest Airlines, known for its affordability and no-frills service, is now adapting its model to attract higher-paying business travelers by introducing assigned seating and comfort upgrades. 

This shift reflects a key challenge in both industries: how to serve price-conscious customers while also appealing to those willing to pay more for added value. 

For funeral businesses, the lesson is clear. The rise of direct cremation and discount funeral services has changed consumer expectations, but affluent families still seek meaningful, premium experiences—whether it’s through personalized celebrations, upgraded facilities, or expanded service options. 

Large corporations have already adjusted by integrating on-site crematories, reception spaces, digital marketing strategies, and enhanced service offerings to meet evolving customer demands. Independent funeral homes looking to remain competitive must consider similar adaptations. 

The takeaway? Just as airlines must balance affordability with premium offerings to stay profitable, firms must find ways to differentiate their cremation services, highlight value, and meet the needs of a changing market. 

Read Glenn’s full insights in American Cemetery & Cremation magazine’s Cremation Column.