How can an airline fly high?
Pleasing people is tough. Pleasing people at 30,000 feet is even tougher.
So how does an airline stand out?
Scott Lee says brand positioning is critical to loyalty, but the basics
have to be in place first.
"Before anything else, an airline needs to treat people like human beings
and quickly, efficiently and safely get them to where they are going. It's
certainly not rocket science but some carriers are not always able to deliver
on this.
"One thing that stood out in this survey
was that in markets where the national carrier was strong on
service and reputation, places like Dubai, Hong Kong and Thailand,
people had higher expectations.
They expect more because they get more.
"These carriers are then able to build the emotional connection that
creates committed loyalty. There are people in Hong Kong who will do
just about anything to take all their flights on a particular airline,
describing themselves as 'emotionally dependent'. The bond is strong,
they feel secure, and that's what carriers should work towards," he said.
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About the Synovate global air travel survey
