Air Travel Industry Told to Abandon Logic

'Let go of logic: brand success should be measured by the level of illogical behaviour it inspires'. This exhortation from Devine Liddell, Principal Brand Strategist, Teague, delivered in the plenary session of the 2013 Passenger Experience Conference, proved that this milestone event in the aircraft interiors industry calendar is the place to come to hear challenging views from leading experts.

The audience, which included senior representatives of major airlines, air framers and cabin interiors suppliers, learned how a hotel chain boosted business by giving each guest a warm cookie when they checked in. And the brewing company that, having decided its beer was virtually the same as the competition, invented the discriminator that it was 'the coldest ' - an obviously illogical proposition but one that has enabled the brand to grow year on year, the only top 10 U.S. supplier to achieve this.

What connection does this have with the serious business of winning and retaining passengers? Liddell urged airlines to seek one small thing that could make a big difference if majored on. Don't get lost in looking at the whole spectrum of interaction with the customer - look for the warm cookie.

He also stated that many people confused brand strength with good design, explaining that the brand actually exists in the minds of the consumer - it is their perception of the company, whether it gives or takes. Being 'loved' by the consumer can be just as effective in building a business as a formal marketing campaign.

Dr. Joachim Schneider, Head of Product Management & Airport Passenger Services, Lufthansa German Airlines, stated it was important to remember that different types of passengers had different needs and priorities. Airlines must understand the purpose of the journey, since the business traveller saw things differently from the family group, although many people fell into both these categories in the course of their daily lives. He proposed that mobile technology could take much of the stress out of air travel, especially for infrequent flyers. A smartphone could become a digital friend, answering questions such as where to park and the baggage limit allowable. It could also reduce the trauma induced by lost luggage by keeping the unfortunate passenger informed of progress with its retrieval.

Tom Costley, Group Director, Head of Travel & Tourism, TNS UK, agreed that 'the future is mobile', with the Internet having a greater reach than any traditional media channels. It was important to recognise that in many regions, including the rapidly growing ones, Internet access was achieved by mobile phones, with the Smartphone the growing force. He stated that mobiles were always switched on and that to many people they were an extension of themselves. As a result the mobile footprint was a key component of brand development.

Tom Costley's encouraging news for the industry was that despite what looked like being a prolonged period of depressed global economic conditions, the travel and tourism sector was proving more resilient than most. The older generation, having both the desire and money to see the world, was a major driver.

The Passenger Experience Conference was held in Hamburg on the eve of Aircraft Interiors Expo.