Why Airline Companies Must Conduct Market Research?
In 2023, companies must make investments in airline market research. It is a known fact that the airline sector has faced difficulties during the past two years. The necessity for airlines to be effective is going to be fundamental to succeeding in 2023 as consumer demand for travel rises.
Performing various forms of travel and tourism market research serves as one of the most effective methods for airlines to gauge their effectiveness. When properly carried out, such research will enable airlines to examine the information gathered to make sensible business choices.
Here are four commercial airline research choices to think about in 2023.
1. Airport Website Intercept Surveys
Airport intercept surveys, which were previously carried out in person, are now better performed online in the post-COVID era. When a passenger has finished purchasing a ticket on an airline website, a common technique referred to as "site intercept" can be used.
Typically, a pop-up window is used to administer the site intercept. The passenger will then respond to inquiries on the website intercept survey about their online shopping experience.
This is useful not just for market research on airlines but also in numerous other sectors. Survey speed is an additional advantage in addition to the ability to do the survey immediately after the purchase.
The majority of site intercept surveys only have a few inquiries, and information may be obtained and examined instantly.
2. Competitive Market Research
By performing market research on their competition, airlines can learn insider information about rivals. The most beneficial techniques and strategies include mystery shopping and secondary research.
This kind of market research for airlines is an underutilized method of gathering market data. Airlines would choose a third-party business to carry out a mystery-shopping operation in this situation.
The key to the campaign is obtaining information and understanding about a group of competitors. The concerned airline might then evaluate its operations using these pieces of data.
Typical forms of competitive evaluation involve the following:
- Competitive analyses of websites
- Analyses of competitor products or services
- Examination of competitive pricing
- Evaluation of marketing rivals
Any commercial airline research must be carried out by an outsourced group. You need specialists in charge of your project if you want the greatest outcomes.
Additionally, the key advantage of hiring a third-party market research company to manage the research effort is that it offers objective data. Therefore, the airline will be able to evaluate the data with impartiality and make better business judgments.
3. Passenger Satisfaction Research
Although the rates of tourism and travel that were used before the pandemic are anticipated to resume, booking and travel-related beliefs and actions have dramatically changed.
Therefore, the most effective way for airlines to gather first-hand input on prevailing tastes and travel customs is through airline customer satisfaction surveys. Any kind of client feedback is valuable to a successful organization. Additionally, it does wonders for enhancing customer service.
The following topics are addressed in airline customer experience research:
- Ticket costs
- Brand adherence
- Overall experience
The most evident advantage of passenger satisfaction polls is its capability to maintain standards. There are various standards for market research that can be used, including internal tracking and competitor airlines.
That enables the airline to evaluate the findings in light of upcoming research and make any changes that are required. According to market research organizations, it's equally crucial to be able to comprehend the various viewpoints held by an airline's consumers.
4. Employee Survey
One of the most severely affected industries by the pandemic was the airline business. Work has been severely harmed due to demands placed on airlines by multiple variables.
Employee happiness is directly correlated with these ongoing improvements. Understanding how employees feel is one advantage of employee surveys in the aviation sector.
The possibility of employees considering leaving the organization in the future can also be found through airline research. Finally, outputs from employee surveys on compensation, work-life balance, and leadership can be helpful.
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