May | 2016 | Digital Revolution

Within the airline industry, Digital Marketing plays a key role to engage customers, deliver value and save cost. In the recent years many airlines caught up with the new digital marketing trends to expand their channels of communication. Social media is becoming a marketing machine and airlines have taken advantage of this. Singapore Airlines, Etihad Airways and Emirates have benefited from social networks like Twitter, Youtube and Facebook.

As if this were not enough, Airlines are willing to go further than this. WhatsApp is one of the leading online communication apps with more than 700 million active users and it could provide an ideal platform to communicate directly with passengers before and during their day of travel.

According to Hayden (2014) mobile messaging is one of the most effective ways to reach customers as is the most direct channel to reach customers, while also being the most immediately received and seen by everyone to whom a message was sent. This is the reason of why Facebook purchased WhatsApp for $19 billion. Because the app service allow users to send mobile messages anywhere globally without SMS fees. Hayden also emphasized the ease and cost of most mobile tactics and explained that these tactics require low initial investment and lacks the development and management burdens associated with common technologies.

The Dutch LCC Trasavia airline has identified these benefits and has decided to use its resources to give it a try. Last year, the airline announced a experimental run in the use of the instant messaging service WhatsApp for customer service communication with select members of the airline’s Flying Blue programme.

Customers could ask questions via the messaging app, such as making inquiries about an existing booking, how to check in online or hand luggage rules. It aims to respond to questions within an hour and the airline can be reached via Whatsapp 7 days a week between 8am and 10pm.

Says Roy Scheerder, commercial director at Transavia, “We want everyone to make it as easy as possible to get in touch with Transavia. We see WhatsApp as nice addition to the already existing possibilities such as Facebook and Twitter.” […] “Because of the accessibility of WhatsApp customers expect an even quicker reaction than via Twitter and Facebook.”

This seems a very possible to be put in practise on mainland but, is it possible to be implemented in-flight?.

More and more airlines offer WIFI service to their passengers. However, not every flight has the access as about only a 24% of international flights give some chance of wifi connectivity. This could be a temporary barrier .In July 2013, Routehappy did a comprehensive inflight Wi-Fi research. In the year and a half since, it was found that globally Wi-Fi hotspots have increased 271% since the beginning of 2013.

Another barrier is the cost offering WiFi to passengers that they might not be willing to pay. According to analysts, inflight WiFi is costly because airlines see it more as a revenue generator than a perk for passengers. However, two budget airlines, Norwegian and JetBlue, are two of the few who offer free wifi for every passenger on board. By offering in-flight free wifi, the airlines can benefit differentiating themselves and win business away and win market share based on the passenger experience. As the new trend is showing the world “what is going on right now” through our social networkings, airlines could take this as an advantage and benefit from free advertising. Passengers could share in real time post a selfie from their seats, or Instagram their flight meal.

Considering all these digital marketing benefits, airlines should consider to offer free WI-FI inflight. WhatsApp works through internet connection and airlines not offering WI-FI in flight will not benefit from this. Furthermore, just a small segment of travellers is willing to pay for WI-FI inflight service, meaning that even if the airlines offer WIFI service they will not be able take a full advantage of WhatsApp benefits unless this is for free.

Hayden, Tim. The Mobile Commerce Revolution. Print.

Sabre® Media includes digital advertising products that airlines can use to capture the attention of each potential consumers.

Travelers do not make decisions based on just one channel; they integrate mobile, social loyalty into their lives all the time. Thus, airlines should create a digital marketing strategy based on loyalty, social media, email marketing and mobile.

Chaffey (2012) discussed that well-known online companies such as EasyJet, mainly focus on B2C but however, B2B communications are still important since B2C service may need to be sustained through advertising provided through B2B transactions. For example, EasJet products appeal to both consumers and businesses like travel agents. Because of this, airlines should consider channels not only for the promotion of B2C but also for B2B campaigns.

Loyalty Programs for B2B

Loyalty and rewards programs are some of the most popular tactics that airlines use to differentiate themselves within the industry and they also leverage these programs as a competitive advantage by positioning their brands.

Many airlines and players within the travel industry already include loyalty programs into their consumer marketing strategies helping airlines to increase or retain customers without impacting pricing. But what about B2B markets? loyalty programs can make a big difference in their marketing strategy, too.

Travel agents are a good starting point as they purchase several flights per day. Using loyalty programs between travel agents and airlines can create loyal customers not only in the travel agents themselves but in the customers they serve.

Complementing airlines marketing strategy, Sabre offers the Sabre Rewards Plus, an extremely popular travel agent loyalty program that enable airlines to reward agent points for booking on their flights.

Social media for B2B

Another method that airlines are using to create loyalty is through social media, in which frequent flyers have the opportunity to earn loyalty points by checking in or by posting messages to the airline‘s Facebook or Twitter pages. KLM is a sucesfull airline at executing their social media marketing plan, and their strategies plas a key role in their marketing and customer engagement.

The use of social media channels has become of the most popular methods for airlines to engage consumers through promotions, respond to their concerns and measure levels of satisfaction. Airlines should engage travelers through the different social media channels available, and they should also consider B2B social media channels.

Sabre Media enable airlines to engage with travel agents. Agent Connect shares and supports community for Sabre® Connected™ travel agents. Travel Agents can use Agent Connec to collaborate and share knowledge with peers around the world. This gives airlines an opportunity to manage their brand position with agents and interact with questions, offers and solicit feedback.

Email Marketing

Even though email a new channel, open rates and volume continues to increase, making it important for airlines to integrate their email marketing messages across all channels and incorporate them in both B2C and B2B campaigns.

Sabre offers an expert team of content writing specialists, designers and marketing strategists can develop the right message and get it to the right people giving companies a higher return on investment. Working with Sabre’s email marketing services will ensure that airlines email marketing campaigns are not only effective, but also memorable.

Mobile Solutions for B2C

Airlines can connect with travelers anytime, anywhere by using mobile solutions. This allows them to deliver valuable messages and essential travel documents to travelers. Staying in contact with travelers is essential to communicate any unforeseen change or cancellation. This help to reduce stresses that passengers may have throughout their travel journey.

TripCase™, part of the SabreSonic® Customer Sales & Service solution, offers travelers the chance to travel with confidence al less stress. This is done by providing them with the freedom to manage their own itinerary, the power to stay connected with their latest trip details, and the control to create new bookings within corporate policy.

Chaffey, Dave, Fiona Ellis-Chadwick, and Dave Chaffey. Digital Marketing. Harlow: Pearson, 2012. Print.

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Monthly Archives: May 2016

WhatsApp? I am on the plane!!

Why is Sabre® Media a Digital Marketing tool that should be considered by Airlines