Training

Airlines can no longer afford to follow trends passively in the current challenging market environment.  They should design and implement active, and occasionally aggressive, airline marketing and sales policies to retain and expand their customer base.  Agreements with other airlines and formal accession into strategic or other alliances may also be an attractive option to follow.  In this way, airlines can secure their market presence, or even increase their share and become successful players in the industry.  This course examines and analyses the main and auxiliary principles of airline marketing and interline agreements with emphasis on strategic alliances in an integrated way and stresses their importance as a factor of airline success.  Theory is complemented with examples and case studies to assist the participants in understanding and applying constructively marketing and other business techniques in their workplace.  Course attendance may therefore prove beneficial to airlines in both the short and the longer term. 

• The Business Environment in the Airline Industry
• Civil Aviation Regimes in a Changing World
• Network Planning, Market Positioning, Airline Agreements and Types of Alliances
• Airline Alliances: Advantages and Problems
• Strategic Airline Alliance Groupings
• Cargo and Cargo Alliances
• Traffic, Revenue, Cost and Load Factor Impacts from Joining an Alliance
• Customer Satisfaction, Branding, Advertising and Alliances
• Frequent Flyer Programmes and Airline Alliances
• Building Blocks and Partnership Cementing in Airline Alliances
• Consolidation and Mergers in the Airline Industry: Are Strategic Alliances no longer needed?