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is low cost private jet travel possible?
The current economic crisis has affected the volume of business class and private flights which have been partially redirected to the offers of low cost carriers.
This flow is related to the need of many companies to reduce costs, but does not mean that if the price is right, there is no demand for the service, especially when savings in the ticket price may be counterbalanced by the long hours company executives spend in boarding queues, check in desks, and waiting for delayed flights, missed connections, etc.
Some planned initiatives in Spain to offer private flights at a moderate cost have not proved feasible, mainly for not having the right aircraft. It seems that the Eclipse 500 model that had been chosen originally because of its advantage of operating at a cost of approximately €1,500 an hour, with capacity for four passengers, failed, when in 2009 the European Aviation Safety Agency withdrew the certification that had been originally approved on 21st November 2008. EASA stated that the certification had been withdrawn due to “administrative as well as technical reasons.” These reasons were related to financial problems, to the Eclipse’s outstanding obligations against EASA, and payment for certification services.
Other companies lee el artículo completo…
Otras entradas que pueden interesarte:
- airlines & co-branding
- inflight advertising
- the importance of microsegments
- ITurismo – International congress in Innovation&Technology
- airlines and CO2 emissions
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airlines and experience marketing
The desire to fly seems to be a constant human aspiration. Aviation has conquered the skies, but it is still possible for airborne experiences to be unforgettable beyond commercial flights.
These experiences are remembered, are etched on our memory for years, and this is the starting point for experience marketing strategies. If consumers associate a brand or product with a powerful experience, then a very special bond is created..
One initiative that is attracting interest is zero-gravity flights. If the selling point of these flights is the feeling of being as light as a feather, then it is surely possible for this feeling to be associated with the many brands or products that incorporate this as part of their values. It is of particular interest for these flights to be used as rewards or gifts in communication campaigns.
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They are also equally interesting as alternative entertainment and although they cost around $ 5,000, this seems to be no obstacle for those wishing to enjoy the feeling.
Among other companies, ZERO-G (zero gravity) offers the service lee el artículo completo…
Otras entradas que pueden interesarte:
- physical brand design
- on-line marketing for airlines
- airlines & co-branding
- Strategic marketing for airports
- mobile marketing and airlines
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managing communication in times of crisis
At certain times all organisations face critical moments, unexpected events with unforeseen consequences. These may affect the company itself as well as having potential knock-on effects on customers and stakeholders.
Both airlines as well as airports will have to face such situations fairly regularly, ranging from delayed or cancelled flights to other more serious incidents.
Successful crisis resolution will find a solution to any problem that has occurred, but will also successfully manage communication. lee el artículo completo…
Otras entradas que pueden interesarte:
- the importance of websites in the airline industry
- airlines and web 2.0
- e-mail marketing
- the corporate profile
- loyalty systems
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the importance of microsegments
One basic premise of a good job of marketing is to not lose sight of who the customers are and of their needs and preferences. The performance of a good segmentation of the target can become a valuable technique towards the identification of interesting business opportunities.
Sometimes the identification of even minority interests may be enough for building a new product or service or even a new business. One case in hand is Pyrenair, an airline designed with skiers in mind.
With the objective of meeting the needs of this very specific group it is now in its third season flying to Huesca, linking the Aragonese Pyrenees with Valencia, La Coruña, Palma de Mallorca, Madrid and via Barajas, the Canary Islands.
The initiative was the brainchild of two keen skiers who are well aware of the requirements of their target group. lee el artículo completo…
Otras entradas que pueden interesarte:
- Strategic marketing for airports
- the importance of ancillaries for airports
- loyalty systems
- the importance of websites in the airline industry
- inflight advertising
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code sharing as a competitive weapon
Code sharing refers to practice where a flight operated by an airline is jointly marketed as a flight for one or more other airlines. The main objective pursued with this is to increase the number of destinations available to customers without having to physically fly to them or the need for large investments.
Improvements in distribution are important because regular customers may sometimes require to fly to other destinations than those offered by the airline in question. Code sharing partnerships mean that this customer service becomes available, entailing at the same time a business opportunity.
The seat-booking systems of the airlines wishing to participate should be prepared for code sharing.
Usually two roles are delimited between the companies:
Operating Airline
Marketing Airline.
The operating airline sells its own operating routes, while the marketing company receives a commission related to the distribution expenses incurred by the company in selling the seats.
The most common modalities of agreement:
Free sale
There is free availability of seating for both companies and the marketing airline is set no sales limits. Revenue goes to the operating company, which pays a commission to the marketing company.
Block space
In which both airlines share the plane with an assigned number of seats to be sold by each company.
In this way each airline receives revenue from the sale of the seats. This modality can be carried out in two different ways:
Hard block, in which each airline is responsible for handling their own seats
Soft block, which allows the marketing airline to return any unsold seats.
As in any strategic alliance, the outcome will be favourable if lee el artículo completo…
Otras entradas que pueden interesarte:
- symbiosis between airlines and destinations
- is low cost private jet travel possible?
- airlines and CO2 emissions
- the importance of microsegments
- ITurismo – International congress in Innovation&Technology
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cargo airlines-competition beyond price
Most freight carriers, including cargo airlines, have been forced to take part in a fierce price war. Many of them seem to believe that their pricing is their only value for customers and see no way out of this war.
Although to deny the importance of pricing would be absurd, we should not give in to fatalistic ways of thinking that there is no room for manoeuvre for actions to be taken and advantages gained.
Ideally each case should be analysed in order to identify opportunities and make suitable recommendations, but first lee el artículo completo…
Otras entradas que pueden interesarte:
- Strategic marketing for airports
- the importance of websites in the airline industry
- the importance of microsegments
- is low cost private jet travel possible?
- loyalty systems
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e-mail marketing
E-mailing as a marketing tool can provide highly effective results if the right strategy is employed. Austrian Airlines used this method to boost its sales resulting in the capture of around 11,000 new customers at a crucial time for the company, as the European Commission had just approved its merger with Lufthansa.
The campaign was conducted in two waves, one in spring and summer, to capture customers travelling for work or holidays and was designed to appear to the consumer when really needed, stated Paul Nowestein, founder of www.emailingnetwork.com, the company responsible for the campaign.
Nowestein went on to explain that the goals were the mailing of special offers in order to obtain brand notoriety and boost online sales in Spain as part of a strategy for capturing new niche markets,
The following are key factors in the results: lee el artículo completo…
Otras entradas que pueden interesarte:
- on-line marketing for airlines
- airlines against high speed trains
- glamour vs. pricing
- code sharing as a competitive weapon
- Strategic marketing for airports
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the corporate profile
Trying to compete where your product or service is identical to that of the competition is frankly complicated if not impossible. Or at least to do so with a chance of success.
One starting point for a successful marketing strategy is awareness of what makes you different and at the same time attractive and highly valued by your customers. These differential factors contributing to the value of a business are the key to success.
However these factors alone are not enough, you may know about them, your organization may know about them but everybody else may not. This is a problem faced by many businesses that may have the good fortune to be highly differentiated due to one or more of their peculiarities or attributes, but have been unable to get this across effectively.
Their products or services or way of going about things may have won their customers over but the situation is not fully taken advantage of by making it into their calling card. They do not make use of it at all times or with every format employed for reaching their audience.
The approach to organizing efficient communication of these values is through a corporate profile. By defining the profile, the personality of the company is allowed to materialize.
The profile should include: lee el artículo completo…
Otras entradas que pueden interesarte:
- Strategic marketing for airports
- the importance of websites in the airline industry
- loyalty systems
- managing communication in times of crisis
- airlines and experience marketing
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mobile marketing and airlines
According to the 2009 Netsize Mobile Marketing Survey: “Can companies and brands rise to challenge and cash in on the mobile marketing opportunity?” mobile marketing is becoming a force to be reckoned with as part of integrated marketing strategies.
56% of the experts surveyed reported that they are already using mobile phones for gaining new customers but the percentage rose to 64% if the goal was to keep customers and promote loyalty.
For airlines this mode of contacting customers is ideal for attaining direct, personalised communication. A simple way of providing services and assistance which at a low cost to the company gives rise to heightened user satisfaction.
Most airline customers possess a mobile telephone and tend to hold on to it both before and during flights which means that information related to the flight or ground services can be easily communicated such as directions to the departure gate, announcements of delays or the confirmation of the availability of other services pre-booked for arrival (confirmation of hotel transfer services or vehicle hire for example).
In this way users’ mobile phones can be used for lee el artículo completo…
Otras entradas que pueden interesarte:
- Strategic marketing for airports
- on-line marketing for airlines
- airlines and web 2.0
- code sharing as a competitive weapon
- e-mail marketing
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airlines and web 2.0
Web 2.0 has opened up new marketing and communication opportunities for airlines.
Web 2.0 is based by definition on conversation, on direct, personalised contact. Businesses are no longer distant, far-off entities and customers become more than just anonymous voices. Participation in this virtual community boom could mean significant profits for airlines. However, the approach should be significantly different from the criteria employed in traditional websites.
The rules of the game are different here, lee el artículo completo…
Otras entradas que pueden interesarte:
- on-line marketing for airlines
- managing communication in times of crisis
- mobile marketing and airlines
- the importance of websites in the airline industry
- ITurismo – International congress in Innovation&Technology
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