After moving above Sky Team to second in the “Big 3” of airline alliances, the next few years are more likely to be about staying put than targeting the top spot.
Here's the bad news, aka reality: the awfulness of flying these days has NOTHING do with the creative promise of travel described throughout the brilliant copy of this campaign.
IAG's Avios points are coveted among people who want free or reduced-priced flights. A company might prefer to adopt its currency rather than start its own program. But IAG needs to invest in technology to make earning and burning a more attractive proposition for consumers.
Discounter Ryanair never hesitates to grab marketshare when its competitors are down. With British Airways continuing to face issues at London Heathrow, the discounter is adding flights.
Expedia Group's strategy to reshape the company is starting to come together, as shown in its partner business. But the grand master plan is a multiyear endeavor.