Just You launches travel trade solo experience

Just You launches travel trade solo experience

Friday, 21 October 2016 14:00

Just You h...

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

New route to Seattle makes it one to watch for 2017

New route to Seattle makes it one to wat…

Wednesday, 19 October 2016 09:12

Seattle is expected to be one of the fastest growing US destinations for UK travellers next year with a Virgin Atlantic direct non-stop daily flight launching March 2017, new hotel...

Air Transat launches 2017 programme with increased connections across Canada

Air Transat launches 2017 programme with…

Tuesday, 18 October 2016 14:04

Air Transat has expanded its programme of flights from the UK to Canada with increased capacity and connections for travel in 2017.

Oceania Cruises reduces single supplement fares

Oceania Cruises reduces single supplemen…

Tuesday, 18 October 2016 14:02

Oceania Cruises has launched a reduced single supplement promotion for solo travellers, with guests offered single supplements fares from 25% on seven itineraries, booked before December 31.

Mall of America welcomes arrival of MythBusters

Mall of America welcomes arrival of Myth…

Tuesday, 18 October 2016 14:00

Running throughout autumn until January 15, 2017, visitors can ignite their curiosity and discover whether they can really huff and puff to blow a house down; if running in the...

Emirates to launch new daily service to Fort Lauderdale

Emirates to launch new daily service to …

Monday, 17 October 2016 11:00

Emirates has announced that it will launch a daily service between Dubai and Fort Lauderdale-Hollywood International Airport, on December 15, serving the South Florida area, including Fort Lauderdale, Miami and...

New tours in UK & Europe from Back-Roads Touring

New tours in UK & Europe from Back-R…

Monday, 17 October 2016 08:42

Small group tour specialist Back-Roads Touring has launched its summer 2017 brochure to reveal a unique line up of new itineraries in Switzerland, Scandinavia, the Baltics, France, Iberia and Russia.

Star studded cruise line up from CMV in 2017

Star studded cruise line up from CMV in …

Friday, 14 October 2016 10:16

Cruise & Maritime Voyages has announced five star-studded cruises for 2017 following the arrival of its new main brochure.

Non-stop flights to Manchester from SIA

Non-stop flights to Manchester from SIA

Friday, 14 October 2016 10:11

Singapore Airlines will fly non-stop between Singapore and Manchester from October 30 as part of its northern winter schedule.

Pete_PetrellaLoyalty is a core end goal for marketers world-wide. A stable customer base can provide a much-needed starting point for a growing business, as well as buoyancy in rough times for established companies weathering a storm. But the airline industry has been slow to recognise this.


Somehow marketers in this sector have veered wildly off course, setting up shop firmly in the no-frills, rock-bottom prices camp, often to the detriment of customer service.

Travel operators are now beginning to see how this may be affecting their profits. With these stealthy price add-ons, customers are now questioning the worth of budget flights, and airlines need to address this. So what should be done to combat this decline and reinstate some of the trust that has been lost in air travel?

1. Understand how people travel
Always start with the person, not the programme. Think about the stages people go through in the travel cycle (I dream, I plan, I buy, I travel and I share). Each stage will be different depending on the type of person and the type of travel. This travel cycle will look different when looking at young leisure travellers compared to business execs to families. By understanding the travel cycles, you are in a better position to influence booking behaviour and retention.

2. Be useful
The recession has impacted the way people travel. People have become more money conscious. Airlines are under pressure to uncover revenue opportunities beyond putting people in the air. They need to find ancillary revenue which maybe in the form of bundling or de-bundling benefits, or providing value added services. It's in the services which has the most interesting potential for marketing and loyalty.

Brands need to create tools and services which make them more useful, and ultimately more indispensable. For airlines this may mean looking at the current airport experience for opportunities to improve their customer's experience. Most likely, it's beyond the airport experience, but in the pre and post-purchase / travel experience, that travel brands will find new services that will serve unmet needs. It's here that marketers will engage their most valuable customers.

3. People haven't changed really, but the way they consume information has
To be truly relevant and connect with customers on an ongoing basis, all your communications need to consider two things. Content and context. As mobile and social become increasingly influential platforms in the decision making process, think about the context in which people are interacting with with your content. Does it make it more relevant or is it a distraction? Is it helpful or is it annoying?

The future of loyalty will embrace these new platforms but those that do it successfully will does it not to create meaning or drive sales, but be meaningful to people's lives.

4. Make decisions easier not harder
Take a note from the Amazon book. Although they have a vast array of products that could quite easily make them feel like a cold mass retailer, they have been able to foster relationships with their customers by making decisions easier by making recommendations based on previous behaviour and providing user reviews and rating to help validate their decisions.

Through advance in dynamic content and perspective media, start to help customers tackle choice fatigue. Help them navigate the plethora of noise in the market and direct them to something that's not just in our interest, but theirs as well.

5. Single Customer View
A single customer view is often talked about like the holy grail of loyalty. And although the way people interact with brands have become more trackable, the plethora of platforms and the speed in which they are adopted has made creating a single customer view as difficult as ever. However the rise of perspective media and the role of social and mobile in the customer journey, it will be those that utilise data from all these sources and build a truly one to one, lifelong relationship with their customers that will find success

For more information visit on gyro see www.gyro.com

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