Air travel, market segmentation

1. Business Travellers
An aggregation of
Independent Leisure Design of the demand for the booking
Travellers who choose the Cabin Class classes relevant to that
Inflight Product
airline themselves cabin
Others who were
influenced by travel agents
Travellers on package Air Travel
tours who were not given Distribution
any choice of carrier MARKET Price-Elasticities willingness to pay
Back-packers who bought SEGMENTATION willingness to
the lowest fare they could Behavioral book in advance
from a consolidator Considerations Time-Preferences and need to
People who picked-up structurally attractive,
consistent with strategy, having
travel at
last-minute deals on the a competitive advantage , specific times
Internet advantage sustainable, serving Pricing and
profitably & effectively
Revenue willingness to accept
various purchase and
Management
usage conditions
It is becoming possible for those attached to their
airlines with substantial marketing Benefit reservation, and
communications budgets to target Marketing Requirements expectations
narrow segments with focused , Communications regarding ground and
relevant messages . inflight service
attributes
Descriptive characteristics to profile CONSUMER segments include demographics (gender, age, marital status, etc.), socio-economics
(income, education, occupation, etc.), and psycho-graphics (personality, attitudes, lifestyles, etc.) while ORGANIZATIONAL segments Haz rlayan Ersin EKER
include general company characteristics (size, industry, geographic location, structure, etc.) and travel decision-making processes . May s 2012
Descriptive+Behavioral Approach REQUIRED CUSTOMER VALUE purpose of travel (business-intra-company meetings, external
meetings, other purposes such as conferences, training, part of incentive package; leisure-vacation-independent, inclusive tour
sub-segments; visiting family or relatives; personal travel), PREDICTED RESPONSE, LIFETIME VALUE and LOYALTY.
Air_Travel_Market_Segmentation_Considerations.mmap