How Will I Benefit?
Air transport is currently facing unprecedented challenges due to the COVID-19 pandemic: passenger traffic and revenue have collapsed effectively cancelling the growth and profitability achieved in the previous decade. Nonetheless, air transport has proved very resilient in the medium to long term, so normality should be gradually restored from 2022 onwards albeit with extra safety and hygiene measures embedded into the air transport business ecosystem.
In addition to gaining back passenger confidence in flying in the short-run, airlines will have to effectively rethink their airline marketing and sales strategies. In fact, airlines should design and implement active, and occasionally aggressive, airline marketing and sales policies to retain and expand their customer base. In this way, they can secure their market presence, or even increase their share and become successful leaders in the industry. This course examines and analyses the main and auxiliary principles of airline marketing and sales 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 sales techniques in their workplace. Course attendance may therefore prove beneficial to airlines in both the short and the longer term.
Who Should Attend?
The course should be attended primarily by senior and middle managers in charge of designing and implementing airline marketing and sales strategies. Nonetheless, it will prove useful to all those seeking innovative ways to survive in the turbulent aviation environment and set the proper foundations for future success including market coordinators, customer program controllers and general sales agents.