Air Travel Market Segmentation Considerations
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The document discusses market segmentation considerations for the airline industry. It identifies different types of air travelers including business travelers, independent leisure travelers, package tour travelers, and last-minute deal seekers. It also discusses profiling consumer segments using demographics, socioeconomics, and psychographics, as well as organizational segments. An effective segmentation approach combines descriptive characteristics with behavioral considerations like purpose of travel and predicted customer loyalty.
Air Travel Market Segmentation Considerations
- 1. Business Travellers An aggregation of Independent Leisure Design of the demand for the booking Travellers who choose the Cabin Class classes relevant to that Inflight Product airline themselves cabin Others who were influenced by travel agents Travellers on package Air Travel tours who were not given Distribution any choice of carrier MARKET Price-Elasticities willingness to pay Back-packers who bought SEGMENTATION willingness to the lowest fare they could Behavioral book in advance from a consolidator Considerations Time-Preferences and need to People who picked-up structurally attractive, consistent with strategy, having travel at last-minute deals on the a competitive advantage , specific times Internet advantage sustainable, serving Pricing and profitably & effectively Revenue willingness to accept various purchase and Management usage conditions It is becoming possible for those attached to their airlines with substantial marketing Benefit reservation, and communications budgets to target Marketing Requirements expectations narrow segments with focused , Communications regarding ground and relevant messages . inflight service attributes Descriptive characteristics to profile CONSUMER segments include demographics (gender, age, marital status, etc.), socio-economics (income, education, occupation, etc.), and psycho-graphics (personality, attitudes, lifestyles, etc.) while ORGANIZATIONAL segments Haz rlayan Ersin EKER include general company characteristics (size, industry, geographic location, structure, etc.) and travel decision-making processes . May s 2012 Descriptive+Behavioral Approach REQUIRED CUSTOMER VALUE purpose of travel (business-intra-company meetings, external meetings, other purposes such as conferences, training, part of incentive package; leisure-vacation-independent, inclusive tour sub-segments; visiting family or relatives; personal travel), PREDICTED RESPONSE, LIFETIME VALUE and LOYALTY. Air_Travel_Market_Segmentation_Considerations.mmap