Airlines Look to the Past to Stand Out in the Future

How could it possibly be worthwhile for airlines to park painted planes at airports rather than have them soar? They’re more than just expensive billboards; according to Nick Foley, who says brand is more powerful than flight.

In a moment of candour one of my aviation clients recently remarked to me that his job was so much easier 10 years ago. It’s an interesting reflection on the changing dynamics for those airlines intent on providing the full array of service to their frequent flyers in the sky. 

Over the last decade, marketers of full-service airlines have been buffered by strong headwinds in the aviation sector. Low cost carriers (LCCs) such as Scoot, Air Asia, Jet Blue and RyanAir have been relentless in nibbling away at the market share of the majors, particularly by targeting the value-conscious traveller.

At the other end of the scale, government-owned airlines like Emirates, China Southern and Singapore Airlines are fiercely protecting their core routes while not being bound by the same pressures that come with being a publicly listed airline on the DOW, FTSE or ASX. Airlines such as All Nippon Airways (ANA), Cathay Pacific, Qantas and British Airways have had to be increasingly agile in how they adapt to a playing field that is anything but level.

Read the rest of the article on Marketing Mag here.

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