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AIRLINE INDUSTRY REPORT

When dealing with digital, you’re dealing with endless amounts of data. Not only is there the challenge of gathering the right data, but also how you interpret it and what it means for your business. In our first peer group analysis, part of our ongoing Digital Strength Index (DSI) study, Isobar and alpha-DNA evaluate US domestic airlines.

KEY FINDINGS

1

Southwest dominates digital, and looks to take market share away from the larger airlines.

2

United's weak digital presence and social strategy is hurting both its future revenue and quality ratings.

3

Impact of OTAs - By working with OTAs, airlines are not developing strong digital relationships with customers.

4

Poor user experiences plague the industry, frustrating customers with complex booking experiences

THERE CONTINUES TO BE A STRONG LINK BETWEEN DIGITAL STRENGTH AND SHAREHOLDER VALUE

Digital provides a major advertising, booking and customer service channel for the industry. However, airlines continue to face pressure from digital-only Online Travel Agencies (OTAs).