This is an excerpt from the Airline Brand COVID-19 Benchmarking Study. To access the complete study, contact
[email protected]. INTERVAL 3 Airline Brands & the Pandemic Benchmarking COVID-19 Policies & Communications Written by Mario Jobbe + Interval 3 Research
[email protected] This is an excerpt from the Airline Brand COVID-19 Benchmarking Study. To access the complete study, contact
[email protected]. Airline Brands: Benchmarking COVID-19 Policies & Communications 3 The Opportunity is Now Our thesis is that comprehensive COVID-19 Introduction The COVID-19 pandemic has turned the airline policies and clear, consistent industry upside down. communications indicate a brand’s preparedness, adaptability, and potential for Revenue and profitability have been success in the new normal of air travel that devastated by the coronavirus, with airlines will undoubtedly continue beyond the projected to lose $371 billion in passenger pandemic. revenue in 2020, compared to 20191. Aviation companies have quickly transformed their Objectives & Long-Term Impact operations and communications to adapt to The study’s main objective is to provide low demand, risk-averse customers, and closed transparency and insight across the airline international borders. industry to understand: • shifting customer needs But amid the chaos, history makes one thing • consistencies and differences in policy by clear: in previous periods of hardship like 9/11 airline, region, and airline alliance and the global financial crisis, the airlines that • how an airline brand’s current actions may deliberately pursued smart strategies during impact its future financial performance the turbulence leapt ahead of the competition for years after. As the COVID-19 situation is constantly changing, our approach is dynamic, and we It is in this context that we evaluate airlines and welcome feedback to improve our research their responses to COVID-19.