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.