Major factors that drive airline choice and FFP usage

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By: Wise Marketer Staff |

Posted on November 30, 2006

While airlines spend a small fortune on building their reputation and brand recognition, and an often-large proportion of their marketing budget on customer relationship building, the top two factors in consumers' choice of airline are price (62%) and scheduling (54%), according to research from loyalty experts at ICLP.

The study found that an airline's frequent flyer programme (FFP) was the most important factor for 21% of the consumers surveyed, and brand loyalty was critical to only 13%.