Articles tagged “segmentation”

Most destinations’ marketing campaigns lead with what is on offer, such as price, product, or infrastructure. But the travelers who are most likely to return want to know what is on offer to them personally. Should the focus be on marketing the destination as a product, or should marketing target the traveler?

We know first class is on the way out on routes between the biggest business cities. But do travelers want a better-than-business option at a reasonable price?

The year 2018 was a good one collectively for the world’s airline industry. It can thank, among other things, robust premium demand on long-haul routes.

This is a tough call. In some ways, what United is doing with preferred seats is unfair. It may make it harder for families to sit together. But at the same time, most of United's competitors have similar fees.

Don't criticize airlines for segmenting their product. This is a basic business principle: Airlines want to sell customers the most expensive products they're willing to buy.