Analysing marketing in the airline industry
The airline industry has borne the brunt of the Covid-19 pandemic. Airlines find themselves in a very difficult position, unable to operate normally and with major payroll obligations. With this in mind, we’ve taken a moment to reflect. If they are to get out of this predicament, we’ve analysed the foundations that have underpinned their success in the run-up to the pandemic. Cheap, affordable and reliable air travel has transformed the lives of everyday citizens.
We’ve comprehensively covered the industry at the moment the pandemic struck to evaluate the long-term resilience of each airline. It makes compelling reading for any marketer, investor, or entrepreneur in the travel industry.
Market understanding
Tourism is vital for the UK economy, both internationally and domestically. This has led to five distinct types of travellers, but times are changing. Slow, responsible and sustainable travel all have the potential to unlock new destinations and holiday experiences. They also provide a glimpse of how Covid-19 may be considered long-term. Aside from the financial and logistical implications for the airlines, the evidence of human impact on the world is hard to ignore.
Marketing strategy
The industry is dominated by a few household names with distinct market positions. This is reflected in their marketing budgets, capabilities, and strategies. Despite this, they have all developed distinct brand identities across multiple marketing channels. In the current climate, logistical issues and not marketing capability limit the success of these. In the longer term, marketing clarity, efficiency, and effectiveness will become crucial once again.
Marketing activation
Airlines use extremely sophisticated digital strategies to cater for each user’s experience across the web. This means linking user journeys across their own websites with those made on numerous fare aggregators. These activities only provide part of the story, however. The whole experience must be accounted for, and that includes every interaction with the brand, whether online or offline. Airlines often employ the creative talent of the UK’s top agencies to build emotive reputations that establish a brand feel beyond the price of a seat.
This research includes
14 pages of analysis (3,750 words).
Evidence-based approach.
Case study examples and success stories.
Main tools/services/agencies.
References for additional reading.
Published June 2020.