Airlines, traditional airlines, low-cost airlines, Air France, Transavia, EasyJet, Ryanair, COVID-19, air transport market, domestic flight, internationnal flight, marketing mix
The airline industry has undergone profound changes in the space of a few years. First of all, because of increased digitisation, but also because of other so-called low-cost companies which have emerged and which have disrupted the traditional aviation pattern. This has been a great thing for the economy and especially for the tourism sector, as more consumers have been able to consider the idea of going on vacation, as transport costs have become more affordable for many of them. Traditional airlines have been forced to review all of their marketing strategies, including communication policies, in particular, in order to continue to appeal to an increasingly large and increasingly complex customer base. It was the same with the massive arrival of digitalisation within companies because it forced them to rethink the relationship with their customers; a relationship that has taken a radically different turn, especially with the arrival on the market of the new generations, namely the end of Generation Y and Generation Z.
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