On November 4, IFSA hosted a session during APEX Asia in Shanghai China. The session featured a presentation by Dr. Stathis Kefallonitis of branding.aero, “Creating an Authentic and Memorable Onboard Experience: Positioning Techniques and Future Outlook.”
Click here to view the presentation in English.
Click here to view the presentation in 中文 (Chinese).
The key takeaways from Dr. Kefallonitis’ presentation included:
· Airlines and the industries that encompass the passenger experience should view their services from the passenger’s perspective. An increasing number of airlines are progressively investing on strategies that improve passenger experience. Enhanced passenger experience is being perceived as a business growth parameter and a means to sustain loyalty.
· The basic needs of airline passengers have not changed much over the past few decades. Passengers want to arrive to their destination in comfort. This consumer demand translates to expectations for greater seat pitch and width along with improved inflight services. As long as airlines are able to cater to the need of specialized passenger segments (i.e. taller passengers) their expectations will be met.
· Catering may be used to delight passengers. Airlines should go the extra step to distinguish themselves from the competition. Some carriers use the services of local artisan bakeries, restaurants or use local produce to differentiate and diversify their onboard offering. As an example, Air Berlin features renowned Sansibar Restaurant meals; Singapore Airlines secured Carlo Cracco, a two-star Michelin chef in Milan; and Japan Airlines serves Kentucky Fried Chicken to passengers during the Christmas period.
· Passengers connect with airlines through their senses. The most potential for opportunity exists for airlines in exploring the taste, smell and hearing senses. Sensory marketing is gaining momentum among airlines. This stream of marketing employs senses to connect with passengers on an emotional level. Passengers connect better with airline brands that are meaningful and personable. Singapore and Turkish Airlines, among other carriers, use such an approach as part of creating a unique brand experience.
Images from the session are available here on the IFSA Facebook Page. With more than 150 attendees, APEX Asia was a two-day event that focused on the exchange of ideas, cutting edge information, industry best practices and the latest technology trends.
Make sure to continue visiting www.ifsanet.com for information about future global educational forums hosted by IFSA.