An airline consortium hires a product manager to improve air travel perception with a $10 million budget. The focus is on addressing pain points in the user journey, prioritizing shorter flights initially due to more travel options. Key areas identified are check-in and baggage retrieval. Solutions include a home luggage pickup service, piloted initially with families on short flights to streamline the process and reduce airport wait times. The plan involves partnering with services like Uber/Lyft and measuring success through user surveys and data analysis.