Airlines Ads Focus on Solutions to Customer Pain Points

Seize the Journey TV Ad Shows United Giving Passengers What They Asked For

Commercial airplane against a soft sunset and clouds.
Airlines Industry Market Research Seeks Problems Passengers Won't Overlook. Getty Images | Golsa Nahidpoor | EyeEm

Air travelers watched American Airlines show off the "Change in the Air" and the "New Chapter" while getting ready for more "New Plane Smell." Perhaps it boosts the confidence that travelers have in airlines when they see positive changes and ground regained. Particularly when these changes result in tangible benefits or enhanced experiences as airline passengers.  

Just think: If there is one thing airline customers appreciate in an airlines is a brand new fleet that is in excellent condition.

 American Airlines accomplished just that when they purchased 550 new planes in 2011. The advertising campaign that announced these changes to travelers was expensive, running to $40 million dollars of money well spent. Changing the American Airlines logo was an important part of the new rebranding effort, and American conducted that transition successfully by using market research to smooth the change with loyal customers.

Lost Baggage

Delta Airlines would like travelers to think they never forget or lose a passenger's suitcase.  And, indeed, the airlines has gotten much better at keeping track of passengers' baggage.  In 2007, a year when lost baggage rates reached embarrassingly high levels, Delta was the eighth worst airline for lost baggage at 7.60 lost bags per 1,000 passengers. By 2013, Delta had moved to third best in the study, losing only 2.19 bags per 1,000 passengers.  This was a 71.2% reduction in the number of lost bags over a  six-year period.

Yes, "Delta is In the Business of Up." "And tomorrow, Delta is raising the bar on flying and tomorrow, we [they] will up it yet again."

Internet Connectivity

United Airlines  wants travelers to know that the friendly skies are now more wi-fi friendly than ever.   With satellite connected wi-fi, Unite Airlines passengers can get reliable wi-fi connections at 30,000 feet over the ocean.

United has new hip safety videos, as well, that connected passengers can view on their devices once they finish watching the safety videos on the in-plane drop-down television screens. 

On-Time Performance

Airline customers have made it clear through market research and social media that they do not like it at all when flights are late, delayed, cancelled, or keep them waiting on the tarmac.  Alaska Airlines is first in the industry for on-time flights.  

Low Fares Staying Low

A pet peeve of many travelers is the way fares are continually changing.  Customers have complained, market research is chock-a-block full of references to the lack of fare transparency.  All of this negative talk prompted Southwest Airlines to establish a Transfarency policy. As That Smooth Intern Larry knows, low fares mean the whole team can travel to the meeting.  When fares are low, tours of college campuses become a reality, making the hope college admission letters a tangible thing. Low fares also mean that everyone gets to attend the destination wedding -- whether they can dance, or not.  

Tranfarency {trans-fair-uhn-see] n. 1. Philosophy created by Southwest Airlines in which Customers are treated honestly and fairly, and low rates actually stay low. 

Southwest airlines reminds travelers that they don't just "have" low fairs, it invented low fares. 

Why We Travel - In Another Guise from Emirates

Emirates Airlines claims that travelers have to "Be There" in order to know if the travel sights, sounds, tastes, and other experiences are as good as they seem--as good as other people have told them the experiences are.  The tagline Emirates Airlines has attached to the rich constellation of travel experiences that the airlines can "Going Is Believing." And Emirates would like to remind travelers that flying on other airlines can seem like a nightmare compared to Emirates operated flights.  Just ask Jennifer Aniston if you don't quite believe that claim. Because, as the one Emirates TV ad says,"Some of the most memorable moments on earth, aren't even happening on earth.

Hello, tomorrow."


U.S.Department of Transportation