How Airlines are Navigating Turbulence in Online Customer Acquisition
For the last decade or so, airlines have had it rough. Shrinking margins, crowded skies, changing traveler preferences, and cutthroat competition for customer bookings have been huge challenges for executives across the industry… and 2016 won't see those issues go away.
When it comes to customer acquisition, airlines face a more competitive and rapidly changing market than ever. As global distribution systems, brick-and-mortar travel agents, and other traditional tools for lead generation continue to decline in relevance, new realms like mobile search and ‘performance marketing’ are rising to replace them. And with aggregator platforms seizing a substantial share of online bookings, it’s crucial for airlines to maximize customer acquisitions and conversions without misspending their marketing budgets on outdated strategies.