Tag Archives for marketing.
Tourism boards are often highly questionable. They’re big pots of money where politicians appoint friendlies to cush, well-paying jobs where there are very few metrics of actual success and leaders attend conferences and treat themselves and others to a good time.
American is out with a new video, You Are Why We Fly. That’s not one of American’s new slogans (e.g. “caring for people on life’s journey”) but does harken back to one of the airline’s more important messages of the past: we know why you fly.
‘You are why we fly’ speaks to why they keep going in the face of unprecedented challenges, why they continue the business with fares so low and planes so empty, why employees travel from place to place and continue to interact with customers at the airport and on board even in the face of the global pandemic.
Wouldn’t it be great to pick up pre-ordered food nearby the lounge you’re headed to and get a discount on the meal?
Bringing more airport vendors on the platform means better customer data – with a broader view and greater understanding of each customer, in order to better tailor offers that move the needle on sales – and cross-marketing to existing customers.
One of the commercials in the series, though really resonated for its potential – a businessman reclining into his seat and crashing at the start of a long flight, the voiceover talks about what he’s done on his trip. Now he’s headed home.
The airline understands the business traveler. If it makes every decision focused on how to get the passenger where they need to go, when they need to be there, in the most comfortable way possible that’s a brand purpose. It focuses decision-making around schedule and product and it tells customers who they’re going to take care of and how.
The only thing I hate more than devaluing points is being lied to. It’s laughable enough when Qantas describes the gutting of its award chart as “rebalancing.” But now they explain the end of mileage upgrades on discount fares as a way to support its most “loyal” customers. The changes would give “more availability to those business and first class fares rather than just somebody who books a one-off and uses the very bottom, cheapest fare and then upgrades”. “Because it is a loyalty program we’re rewarding those obviously more loyal to us,” the spokesman said. So Qantas is doing this because full fare paying passengers have been unable to buy business and first class tickets? I buy that they define loyalty as high revenue rather than high frequency or fidelity to a single airline.…
Gary Leff is one of the foremost experts in the field of miles, points, and frequent business travel -- a topic he has covered since 2002.
Co-founder of frequent flyer community InsideFlyer.com, emcee of the Freddie Awards, and named one of the "World's Top Travel Experts" by Conde' Nast Traveler (2010-Present) Gary has been a guest on most major news media, profiled in several top print publications, and published broadly on the topic of consumer loyalty. More About Gary »
