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Competitive Differentiation for Airlines leveraging Social Media Analytics

In the intensely competitive airline industry, carriers engage in a continual struggle to capture and retain the business and enduring loyalty of passengers. Every aspect of an airline’s product, including network structure, pricing, in-flight service and airport presence is designed and delivered with this objective in mind. Product decisions have traditionally been made by combining market research with detailed analysis of data from internal computer systems that handle revenue management, reservations, loyalty, and departure control. Now, with the universal adoption of social media connectivity, airlines have access to a rich source of information about individual customers’ preferences and expectations that can be leveraged to provide a competitive edge.