Lufthansa: 以德国品质回报你爱的人 （Repay your loved ones with German quality)
Lufthansa targets Chinese business traveler with this ad. As we often talk about filial piety as one of the pillars of Chinese culture, and this spot tugs at the heart strings of sons and daughters working around the world. Their busy travels often leaves little time for parents that never gets to travel. But the cliche way of talking about treating your parents to a trip they deserve fails to land on a brand related point where the uniqueness of german quality comes into play.
Air France: 宫殿生活 （Palace Living）
Air France branded itself as bringing the romance and luxury of France into air travel, with the slogan France is in the Air. This spot also takes on the same tone of surreal visuals to showcase the luxury facilities and service to promote its premium cabins.
Of course the French are expert at quality, but this pampered luxury is no longer the only kind that the Chinese audiences recognize. As Delta communicates more towards liberal minded and western educated professionals, that won’t need the plane ride to feel like a 5 star hotel, the sensible and down to earth American luxury will be a great way to capture their loyalty.
Emirates: Global Destinations
This spot showcases the joy of travel through Emirates diverse international destinations, with this spot accompanied by Queen’s Don’t Stop me Now. Also embodying the spirit of global travel, Emirates unveils its new mileage program where miles can be spent at more than 2000 restaurant and hotels world wide, giving global travelers the reward they want.
ANA: Is Japan Cool?
Japan’s local agency En-Jin has created an inspiring series of Japan travel spots for ANA. The series Is Japan Cool? Appealing to the curiosity of foreign travelers on Japanese culture and traditions, and leaving people in awe with: Wow, Japan is so cool!.
Not long ago JAL has also done a series on Japanese culture and how JAL embodies what makes Japan awesome. This ANA series while also uses similar idea, but taking on a different angle by inspiring travelers to go to Japan.
Japanese’s oriental beauty may be inspiring for western travelers, but for Chinese audiences there is one place that have as much charm if not more, and that is the United States of America. There are so much stories to tell about the U.S. whether it’s from an enticing travel perspective or talking about how Delta embodies the American spirit of openness. The hospitality of the south, the free spirit living spirit of the west, down to earth luxury and bustling history of the Atlantic coast. and more.
Delta reports strong second quarter, optimistic in Asia Pacific growth in 2018
Delta reported a second quarter total revenue growth of 3.3%, and a record growth in unit passenger revenue from more than 2 years of negative growth. Although revenues from Pacific routes down 12.9% this comes as Delta is on a multi year effort to shift Asia Pacific focus from Tokyo toward Shanghai, Beijing and Seoul.
“…we’re really at the endpoints of the restructuring and looking forward to very much improved 2018 in the Pacific”, company President Glen Hauenstein
American Airlines to bringing back direct booking to lower cost
Airlines in the states have in the last decade been bound by third party distribution systems for ticket booking instead of having agencies book directly with the airline. Last week American Airlines re-introduced the the direct booking scheme that was abandoned more a decade ago. Under the new system American Airlines would pay agencies incentives directly for booking on Airline system saving enormously in fees that would lower operating costs. Sabre, the ticket booking platform replied that this move may put unforeseen costs back on the airline from inefficiencies huge cost of maintenance.
Loyalty program outweighs their costs enormously when they are done right. In recent years airlines have changed loyalty programs more towards valuing high spending members and weeding out basic members, with less and less attractive features for upgrade. People are taking their dissatisfaction to social media where airlines are often oblivious of consumer sentiments that can predict more about where the program is going. The study by Travel Data Daily followed Cathay Pacific’s Marco Polo program’s 13,000 elite members sentiments on social media before and after the programs change that lowered mile earning for lower fare classes while increased for high fare classes. The research found 10% of members switch programs and were vocal about new airline with a corresponding with increased booking at new airline.
Where digitizing and monitoring social media also becomes valuable is in its capability to predict high value customers dissatisfaction and target media to facilitate transfer from competitor programs.
Aloha, send Hawaiian Airline customer service a text message
Hawaiian Airline realizing the potential time waste for customers to wait on the phone is opting for text message as means to handle customer service inquiries with technology support from Liveperson Inc. Currently running on real human power, but Hawaiian is optimistic that in the future it will be looking to advanced AI and chatbots for text based customer service.
Qatar Airways turns a fare mistake into an opportunity for customer loyalty
Qatar Airways recently mistakenly issued its business class fare from Ho Chi MIn city to the States for less than $700. The news quickly blew up on social media, and instead of retracting the fare as a mistake like many would, Qatar went on to fully honor all flights booked and people have taken to social media to praise the airline’s moves.