Commercial pressure on margins despite a heavy reliance on price to retain passengers.
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.
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 pricing model and communication activity are being reviewed.