Carriers Want to Get More Personal
Skift Take
Sometimes you'll buy a plane ticket and the airline might try to sell you a rental car. Other times, the airline will skip the car but ask if you want premium economy. Why? Carriers are using data to guess what extras you might buy.
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When an airline emails asking if you wish to add a rental car or travel insurance, or buy an upgrade to premium economy, do you suppose that's by chance?
No way.
We've published two stories this week detailing how airlines personalize offers. We know Ryanair often emails leisure customers about two months before departure, using what it knows about them to craft the message. “We will let them book the flight,” Ryanair's chief marketing officer told me. “And then we will say, ‘Do you want to book car hire?’ And here is a Citroen Picasso with child seats available in Malaga at the time your flight arrives.”
We had a similar conversation with M
