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Wendy is an IFE Agent responsible for aggregating airline news specifically related to Inflight entertainment. She compiles stories relevant to business travelers, airline industry folks, marketers and tech geeks. IFE News doesn't create original content, but rather posts compelling editorial from global media outlets.

In-Flight Marketing to Passengers Is Both an Opportunity and a Risk

In-Flight Marketing to Passengers Is Both an Opportunity and a Risk

Airlines know that their customers are most receptive to special offers when they book a flight and then within a couple of days before the flight.

But few airlines are aggressively marketing to travelers when they are hanging out at the airport and during the flight, and a new report argues that carriers are leaving money on the table by neglecting these timeframes.

Thinking Like A Retailer: Airline Merchandising, a Frost & Sullivan report commissioned by Amadeus, argues that airlines should merchandise to travelers when before they arrive at the airport with things like restaurant vouchers, and when passengers are onboard their flights the airlines can offer in-flight connectivity discounts.

“With mobile, airlines can reach out to travellers with relevant and timely offers,” the report states. “The best services offered during these stages are lower-priced services providing immediate rewards. Some examples include offering restaurant vouchers just before travellers arrive at the airport, or offering flight-based services such as inflight connectivity.”

The following chart shows when flyers are the most and least receptive to special offers, according to the report.

Screen Shot 2014-06-05 at 1.06.43 PM

Source: Frost & Sullivan/Amadeus

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