The regional airline challenge

Commercial pressure on margins despite a heavy reliance on price to retain passengers.

My response:
Understand how relatively important price is for returning customers;  analyse what passengers are saying and what they value. Generate usable insights and present the story.

The results:
Clear evidence shows that friendly staff attitude and clean cabins are reasons why advocates would use the airline again; not because they are cheap.  Also, proof that vocal detractors cite a repeated lack of information when they needed it most – flight delays etc – as reasons why they would choose an alternative next time;  not because they are too expensive.

The reaction:
The pricing model and communication activity are being reviewed.