Recorded at CAPA Low Cost Long Haul Global Summit, 05-Oct-2018
Adapting Marketing And Distribution Strategies For Long Haul Customers
It is questionable whether LCCs can continue to adhere to simple, low cost distribution methods, given the inevitable complexity that low cost long haul generates. At the very least, a more flexible approach to marketing and distribution is required and LCCs are responding and adapting to the (often different) needs of long haul customers, where price for example, doesn’t hold as much sway in promoting brand stickiness.
- What marketing and distribution strategies can LCCs adopt to support their growth in the long haul arena?
- What is the value of an omni channel approach?
- How to find the right touch points as multi channel engagement becomes the new norm in the current marketing and selling environment?
- How can LCCs leverage data and new technologies to offer more personalised end-to-end travel content that engages consumers and builds up trust?
- Do frequent flyer programmes work for low cost long haul airlines, as an engagement and distribution tool?
- How important is price in incentivising travellers to book?
Moderator: Mango Aviation, Managing Partner, Andrew Cowen
Panel:
- Air Canada Rouge, President, Duncan Bureau
- Amadeus, VP Strategy & Marketing, Airlines, David Doctor
- Aviation Performance Consultants/Peach Aviation, Chairman/Executive Advisor, Patrick Murphy
- Skyscanner, Senior Director, Commercial, Hugh Aitken