Skip to content

The markets we operate in

London & New York Metrotwin online community

Metrotwin, our new online community, is an example of how we are responding to social media trends. The new website 'twins' London and New York and publishes recommendations of the best places to visit in both cities. Metrotwin is successfully attracting a young, affluent and influential audience.

The impact on business travel is likely to continue for some time. A recent survey suggested that 47 per cent of businesses will take fewer trips in the year ahead.

Individual customers are also looking to make savings on travel, increasingly seen as an item of discretionary spend. Consumer confidence the world over has tumbled. Though many customers continue to see a first holiday as an essential rather than a luxury, most are cutting back on second and third holidays and short breaks.

For both business travellers and individuals, airline brands that are trusted to be robust and reliable are more sought after in tough economic times. Customers seek assurance that their journeys will go smoothly. If they travel less, each trip they do make is all the more important.

The downturn is also making customers much more price sensitive. They are looking for value for money, demanding excellent levels of service and high-quality standards at lower costs. Less loyal to brands than in the past, they are now willing to try out new ones which offer real value. This presents agile operators with an opportunity to attract new customers, but makes it vital that they keep offering value for money, reliability and superior service.

Customers are also making more informed choices. They have become more self-reliant, thanks to the proliferation of new information channels such as the internet and mobile phones. They are using price comparison sites and seeking out personal recommendations on service and quality before booking their trips. We expect this trend to increase during the downturn.

Metrotwin, our new online community, is an example of how we are responding to this social media trend. The new website ‘twins’ London and New York and publishes recommendations of the best places to visit in both cities. Metrotwin is successfully attracting a young, affluent and influential audience.

Corporate responsibility

While recession is the overriding concern for most customers, the environment and corporate responsibility remain very important issues to them. It is clear from research that those companies with a clear and open commitment to behave responsibly and to manage their environmental impact have a far greater chance of building a trusted relationship with their customers.

Taxation

Governments are increasingly looking at aviation for additional tax revenues under the auspices of making airlines pay for environmental costs. By March 2011, APD in the UK will have increased by up to 210 per cent from current levels and the EU will be looking to introduce a system of payment for carbon emissions.

Chart of global premium demand in key markets.

back to top