Executive Voices: how are airlines appealing to the millennial market?
These days, it seems like attracting the millennial demographic is the primary concern of the entire travel industry. Despite the fact that we are the stingiest, pickiest and least loyal group out there, travel companies are fighting for our business. The battle for millennial business has become increasing heated in the hotel industry, with virtually every hotel chain coming up with its own brand target at the 18-to-37 crowd. However, airlines are also attempting to win over this tech savvy, globally conscious demographic. But with millennials also being the least likely to join an airline rewards program, how are major carriers trying to win over the younger travelers? We asked a few airline executives, and this is what they said:
1. Marnix Fruitema, Senior Vice President, Air France-KLM North America: With over 20 million social media followers combined, Air France and KLM both offer 24/7 social servicing. KLM receives over 60,000 mentions each week and commits to responding to questions within 60 minutes on Facebook and Twitter – but also creates opportunities for passengers to connect, such as with Meet & Seat, in which users can link their LinkedIn Accounts to our seat map. Air France was one of the first airlines to release an Apple Watch app, and both Air France and KLM have apps featuring convenient one-tap check in and easy access to important flight information.
2. Kevin Krone, Vice President and Chief Marketing Officer of Southwest Airlines: Research has shown us that Millennials are dependent upon technology, active on social media, value caring and genuine companies, and have high expectations for the overall customer experience. Connectivity is critical, which is why we offer products that enable our customers to use their personal devices to access streaming music and free live TV. Meeting any customer, but especially Millennials, on social media is important—they can be incredible brand advocates and our goal is to provide platforms where they can share their stories and be heard.
3. Senior Vice President of Marketing, Avi Mannis, Hawaiian Airlines: We’re investing in the kinds of hard features that we know Millennials expect – things like USB power in every seat. But we think what differentiates us with the Millennial guest, who seeks not just transportation but experience, is the unique sense of Hawaii that defines our service. We’re constantly working on thoughtful touches, from music to locally-inspired food to toiletries, all of which serve to make the journey as rich, memorable and shareable as the destination itself. And we’re building brand partnerships with Hawaii’s best young artists, designers and chefs to ensure our brand stays fresh and relevant.
4. Robecta Ma, Digital and e-Commerce Manager, Americas for Cathay Pacific: Social media allow us to humanize the Cathay brand by engaging and inspiring the audience via direct communications and arresting content. Our #lifewelltravelled campaign gets people to think about what a #lifewelltravelled means to them through engaging content via like-minded influencers.
5. Nicholas Panza, Vice President – Americas, Air Tahiti Nui: We have found that [millennials] are taking shorter duration trips but with more frequency. In response to this, Air Tahiti Nui is offering more special packages and airfares to be more accommodating. For example, we currently offer a 6 day, 5 night Tahiti quick getaway airfare with a 20% discount. We also recently offered a last-minute hotel and air vacation package with a 50% discount at $1,298 per traveler.
Jessica Festa is the founder on the solo and offbeat travel blog, Jessie on a Journey, and the online responsible tourism and culture magazine, Epicure & Culture. She's constantly searching for local experiences beyond the guidebook. You can follow her travels on Facebook, Twitter and Instagram.