Airline marketing

Blaise Waguespack

Chapter 5 in Research Handbook on Air Transport Management, 2026, pp 65-74 from Edward Elgar Publishing

Abstract: Airline marketing is a dynamic activity and function within the airline organization that has the responsibility for monitoring external marketplace forces, communicating with the multiple constituencies and customers of the airline and relaying the possible impacts of the external marketplace to internal airline management, operations and product development teams. This chapter provides an overview of some of the current external forces impacting airline marketing, an overview of recent travel trends and the growth of bleisure travel. Demographic population shifts and the rise of a new generational cohort as the driving force of air transport are discussed. Consumer views on sustainability are examined, and possible reasons why sustainable concerns may be expressed by passengers are presented, but very few passengers have yet to act on such feelings. Finally, a warning about passenger perceptions concerning the current airline operational environment is presented for those providing air transport services.

Keywords: Bleisure; Demographics; Segmentation; Sustainability; Artificial intelligence (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035336272
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