The secrets to keeping airline passengers happy
A new study from Amadeus has delved into what makes plane passengers tick, and how to please the countless styles of traveller.
When it comes to travel, there’s a number of different travellers, and while they all have different priorities, the research shows it all comes down to three values; product, service and convenience.
For each traveller, the balance between product, service and convenience will shift, affecting the overall price that they are willing to pay for a flight.
Each time a customer searches for a flight, they bring their individual values to the search:
PRODUCT: “It’s a long flight – I want as much legroom as possible.”
SERVICE: “I want to feel like my holiday has started as soon as I step on the plane.”
CONVENIENCE: “I need a direct flight; I don’t have time for a stopover.” On any given journey, a customer may place a different value on each component, depending on the context of their flight.
By applying the paradigm to different types of travel personas, we can create a clear picture of how to upsell something of value to each of them.
“All brands are realising that they need to invest in a wide range of tactics to ensure they keep existing clients loyal, as well as bring new ones into the fold,” reads a 2016 report from Crowd Twist called ‘The Loyalty Evolution’.
The research suggests the importance of multichannel loyalty programmes. Of the 230 brands surveyed from a range of industries as part of the report, only 17 per cent had multichannel programmes.
However, of that 17 per cent, almost nine out of 10 rated their loyalty schemes as successful.
Airlines also have to appeal to two types of brand loyalists – travellers who continue to choose them time after time, and those who believe themselves to be loyal, but who are actually susceptible to being swayed by another brand that appeals to their values.
According to the report, customers will only tolerate brands that present them with a relevant, speedy user experience, and will turn away from brands that don’t.
In fact, certain consumers will be ready to shift to whichever brand shows that they are best able to serve them – right at that moment.
The report states that from an airline’s perspective, as well as catering for their customers in the best possible way, and upholding the principles of moment marketing, they’ll also need to factor in the real-time influences on their offering.
Don’t forget the millennials
A consultant for Festive Road (and millennial traveller), Aurelie Krau, contributed her thoughts to the report, in a “plea” to speak the language of the younger generations.
“Airlines can market themselves better to millennials by helping us connect the dots. Today, our trips are pretty much fragmented,” she said.
“Make my life easier. Give me some information when I arrive at the airport. If I have a layover of several hours, get in touch with me and send me an offer for lounge access, for example. “Recognise me, keep in touch with me, create touchpoints.
“Don’t forget about me after the trip. And value my opinion, because we millennials share a lot of content online. We take selfies, we share our experiences.
“During or after my trip, if I tag the airlines, it could be something as simple as a ‘like’ on my Instagram or Facebook post. Say ‘Have a good flight’ and ask ‘How did we do?’
“Stop sending emails – we don’t really read them. Just send us a smartphone notification. Speak our language – a simple thumbs up, thumbs down, or star rating are likely to result in a better engagement.
“We’ll answer because it’s instant, it’s easy and we have smartphones in our hands all the time. And gamify it, so that we find value in providing feedback.”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
amadeusLatest News
Australia fails to make top 10 destination list for American travellers
Australia's top cities have failed to make the grade with American travellers this northern summer, with no local city in the top.
APT Launches 2025 Asia Adventures
APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]
ANZAC Battlefield travel on the 2025 bucketlist
As Anzac Day dawns, agents prepare for a surge in bookings for the 110th anniversary of the Anzac Cove landings.
Former Channel 9 Getaway host and founder of TRIBE Jules Lund to speak at Travel DAZE
From blond-tipped travel reporter to Travel DAZE speaker, Jules Lund cuts through the BS.
HX’s Roald Amundsen finds aliens in the Antarctic
Forget whales, HX's MS Roald Amundsen captures aliens in the Antarctic - and they're not pretty.
Mayhem in France as 70% of flights face cancellation
I mean it wouldn't be France if there wasn't at least one strike.
Etihad Airways launches double-decker service with world’s only in-air three-room suite
We imagine falling asleep in the three-room suite is superior to falling asleep on your neighbour's shoulder.
Norwegian Cruise Line launches 2024 Europe travel season
Europe certainly has a lot of ports. Its time for Australia to up its game.
“The power of travel for positive change” – Intrepid’s Jenny Gray hails controversial all-women Saudi Arabia trip
There is an awful lot to love about this tour from Intrepid. Where do we sign up?
Princess names the Sun, unveils Sanctuary Collection + Star Princess to Alaska in ’26
A huge bottle of Veuve was smashed into the side of the ship to make things official. So no, we couldn't snag a glass.
Collette special offers across peak northern summer season
If you are craving a trip to Europe then grab this deal with both of your grubby hands.
Air India and All Nippon codeshare between the two countries
Here at TW we agreed that the photo would have worked better if they had swapped planes.
A&K offers minimum 18 weeks paid parental leave
Contrary to what the photo suggests this benefit is only applicable for humans. Back to work Mrs Jumbo.
NH Hotel Group rebrands as Minor Hotels Europe & Americas
Hang around the bends of the hotels. We imagine they will be full of a lot of branded content.
Scenic Eclipse II – the business of creating unforgettable life-changing memories
These cruise brothers from another mother offer a view of cruising on Scenic Eclipse II that is poles apart.
MSC builds new hospital ship with Mercy Ships
If you want to read a story that puts a smile on your face then this is the one for you.
“I peed on myself watching this” – Social media users squirm at Royal Caribbean’s Harmony of The Seas 55ft dive video
TW is not responsible for any involuntary actions your body might have after watching this video.
FLIGHT REVIEW: Qantas Boeing 787 Dreamliner business class
The real bonus is you're unlikely to be around screaming children. Hoorah!
Traveltek offers travel agents new rapid deploy cruise website
As always, if you have any issue with the platform, just turn it off and on again.
Experience whale watching & classical music at the Australian Festival of Chamber Music in Townsville
Disappointedly, the whales do not start singing in tune with the orchestra. Opportunity missed.
Fond, very Fond. London hotel famed for James Bond link adds ‘Classic Comforts’ lunch menu
James Bond author Ian Fleming was so fond if this hotel, it inspired the legendary phrase ‘shaken, not stirred’.
What sets Eclipse Travel apart with Africa expert Hilary Dubyk: Travel Weekly TV
If you want to know more about Africa, then Hilary Dubyk is your person.
Surge in Australians visiting Japan
Feel like all of your friends have just returned from Europe? Now it's Japan.
Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit
Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]
Sydney named 17th best place to work remotely
If you struggle to get a seat within Sydney's coffee shops, you now know why.
W Melbourne grows sales team
We appreciate the thought that has gone into this team photo.
Cunard welcomes new ship Queen Anne
This might be the most impressive ship handover in ship handover history.
Intrepid Travel appoints Yvette Thompson as general manager sales & marketing ANZ
It isn't end-of-day Monday and Yvette Thompson has already nabbed herself an impressive promotion.
Anna Fawcett re-joins Global Touring in newly-created APAC role
With such an impressive CV, Global Touring is no doubt thrilled to have Fawcett back.
“We know our response has been far from perfect” – Emirates’ open letter following Dubai flooding
If you also need to write an apology letter, then this is a pretty good template.
Malolo Island Resort opens brand new Spa
Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]
Virgin Australia’s HILARIOUS second instalment of the ‘Bring on Wonderful’ campaign
We don't use the word 'hilarious' lightly, but this is worthy of the title.
Visit Sunshine Coast reveals new brand identity
If you were looking for another reason to visit the Sunshine Coast then this is it.
Sofitel launches brand campaign starring Sex Education’s Gillian Anderson
We can confirm the content of this video is less spicy than Sex Education.
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!