Marketing Strategies by Airlines
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Frequent Flyer strategies
Service
Discounts
No frills
Some unique strategies
Frequent Flyer strategies
• Most common : Frequent flyer miles
• Followed by most leading Airlines of the
world
• Reward customer loyalty
• Targeted at the business travelers
Frequent Flyer strategies
• Cathay Pacific: Economy class ticket
converted to business class
• Regular customers get special passes and
enjoy shorter check-in times
Service
• Important component in a customer centric
industry
• Food, Drinks served
• Television, radio, telephone, internet
connections
• Airport lounges
• More and more airlines are focusing on the
intangible services
Service
• “Bringing humanity back to the airline
industry” - Jet-blue
• “We have moved the focus away from
elephants to people” - Aeroflot
Discounts
• Aeroflot: Early Bird discounts taking into
account students influx in a particular
season
• Different fares depending on the time of
booking
• Discounted fares on return flights
No frills
• Revolutionary concept first introduced by
Southwest Airlines in 1971. Relied on word of
mouth advertising
• Operated between Dallas, Houston and San
Antonio
• Also a pioneer in introducing the concept of twotier fares
• Model of no business class, fewer cabin crew,
internet sales and no free food.
No Frills
• Ryan-Air in Europe
• Deccan Airways in India
• Some of the No Frills airlines expected in Indian
skies in the near future : Kingfisher, Wadia Group,
Royal Airways, Best West, Inovs Air Visa
Airways and Inter Globe, Alliance Air and AirIndia.
• This concept is particularly suited for Indian
conditions
Some Unique strategies
• Indian Airlines : 16 tickets for Rs 65000 on any
domestic sector
• West-jet Airlines : “More smiles with West-jet”
• Air New Zealand’s deal with American Express.
“Two for One” !
• Jet Blue’s “In-flight Yoga” !!!
• Yoga instructors from Crunch Fitness on board