Contractions
1. Introduction
We use contractions to create a warm, conversational tone that reflects our commitment to hospitality, clarity, and human connection. Contractions make our content sound more natural and relatable—helping us communicate with empathy while maintaining professionalism. They’re a small but powerful way to bring our voice closer to our passengers. Below, you’ll find guidance on when and how to use contractions effectively across our communications.
2. Key guidelines for using contractions
2.1. Where to use
2.1.1. Use contractions for a human touch
Contractions mirror everyday speech and make our writing feel more personal and accessible. They help build trust and connection by sounding less formal and more like a conversation.
2.1.2. Clarity in contractions
Be intentional. Some contractions can be confusing if used incorrectly. Use them only where the meaning remains crystal clear.
“It’s” means “it is” or “it has.” Do not confuse it with “its,” which shows possession.
“I’d” usually means “I would.” Avoid using it for “I had,” especially if it could lead to misunderstanding.
2.1.3. Align with our voice
Our brand voice is friendly, warm, and approachable—but never careless. Contractions support this tone when used thoughtfully and sparingly.
2.2. Where not to use
2.2.1. Streamline your language
When possible, simplify phrases for clarity.
2.2.2. Emphasis and clarity
Avoid contractions in serious or high-impact statements. They can weaken the tone or reduce clarity when formality matters.
