This document summarizes the history and development of airline marketing from the early 1900s to present day. It discusses how airline marketing evolved from focusing on aviation as a novelty in the early 1900s using posters, to emphasizing speed and luxury in the 1930s-1970s as air travel became more common for businessmen. In the 1970s-1980s, marketing shifted to portray flight attendants as sex symbols. More recently, with the rise of low-cost carriers and online travel agencies, marketing has emphasized price and used social media advertising. The document traces how airline marketing has adapted to trends in the aviation industry and changing customer demographics over time.

1. Airline Marketing:
History and Development
Dr Narudh Cheramakara
Bangkok University
1/2017

2. First Human-powered Flight:
17 Dec 1903
12 Seconds, 37 meters, (10.9 km/h)

3. Aviation as novelty era
- Flying Circus
- Joy rides
- Using war surplus
aircraft
- Flown by ex military
pilots
- Poster is the mean
to advertise

5. The early stage of commercial
aviation: Air Mail- Again caused by surplus war aircraft
- Developped for transcontinental mail
service in the US
- Poster Advert – Aiming at speedy delivery

7. Airships of 1930s

8. - Experienced the boom in
1930s
- Germany led the market
- First Air transport option
for Atlantic crossing
- An alternative to cruise
line
- Used speed as selling
point
- Prone to accidents
(because of Hydrogen)

9. Post WWII-70s
• Air transport is still out of reach
• Passengers are mostly businessmen and diplomats
• Military style Branding
• Luxuarious / Novelty
• Speed
• Exploring exotic destinations/the world
• Adventure
• Empire building – connecting the world
• B2B market – most tickets sold through travel agents

14. 70s – Business/Luxury/Sex
- Fares are still tightly regulated internationally
- As a results, airlines were competing on service
- Branding were changed from being safe (as aviation
industry progressd) and military style organisation
to fun, cheerful.
- Flight attendant were portrayed as sex symbol
- Still distributed through B2B (Agent)

15. 70s/80s – Business/Luxury/Sex

20. The new millennium
• LCCs
• Price (Fare War)
• E-commerce
• The rise of B2C
• The collapse of Travel Agency
• The rise of OTA
• Social Media Advertising – Content producing (Pantip,
Blog, Facebook, Line, etc)
• Each campaigned has its message (branding, price,
service, etc.)

21. What does this advert tell you?

23. What’s next?