How to Build a Low-Cost Travel Brand That’s Lean Without Being Mean
Skift Take
If consumers don't value some of the extras offered in the market, or worse still see them as an impediment to their journey, these brands believe it's best to eliminate them. Sure, doing so saves them money and creates lean processes, but it also differentiates the brand and creates positive associations for those consumers who are fed up with fluff, hype, and inflated travel costs.
At the Future Travel Experience Conference in Amsterdam, an unlikely combination of presenters made strong arguments on what it takes to make customers happy with low-cost alternative service models in travel.
In a panel chaired by Pierre Charbonneau, Director, Passenger of IATA (an airline organization which by and large represents the flagship airlines which compete with scrappy low-cost competitors), Alberto Rey-Villaverde, Head of Data Science for easyJet; Daan Noordeloos, Manager Marketing & Customer Service, of Transavia, and Michael Levie, COO of CitizenM, explained how consumer research and data gathering have shaped their product and service decisions, and helped their brands build stronger bonds with customers.
Within an inspiring series of arguments in favour of improving the travel experience in the air and on the g
