Flying was once seen as glamorous but is now viewed negatively due to fees and poor customer experience. However, people still have an innate desire to fly. The airline industry can target "destination explorers" by bringing excitement back to flying and creating positive experiences at each touchpoint from booking to arrival. This will encourage people to choose flight over other transportation and rediscover their love of flying.

1. HAVE YOU EVER DONE ONE
OF THESE ACTIVITIES?

3. HOW DID IT MAKE YOU FEEL?

4. NERVOUS, EXCITED,
EXHILARATED.

5. HUMANS HAVE A LONG STANDING LOVE AFFAIR WITH FLYING
King Kaj Kaoos of Persia

6. HISTORY OF FLIGHT
• 1485 Leonardo da Vinci - The Ornithopter
• 1783 - Joseph and Jacques Montgolfier- the First Hot
Air Balloon
• 1799 - 1850's - George Cayley
• 1891 Otto Lilienthal: he first person to design a glider
that could fly a person and was able to fly long
distances.
• 1894 Octave Chanute publishes Progress in Flying
Machines
• 1891 Samuel P. Langley Aerodrome

7. 1903- The Wright brothers; the First Flight

8. KIDS WERE ASKED: IF YOU COULD HAVE
ONE SUPER POWER WHAT WOULD IT BE?
• “i wish that i could fly... everyone wants
to fly atleast once in their lifetime, mainly
when they are children and watching shows
about superheros and heroines.” - Aspen
• NY Times Education http://learning.blogs.nytimes.com

10. • “... i
would not share my power (of flying)
with anyone because then everyone would be
trying to fly and crowd up the sky and then all
the birds would get angry, and that just
would not be a good thing.” -Aspen

11. THE AIRLINE INDUSTRY
• Jeet Desai & Sarah Tyler

12. OVERVIEW
• History
• Golden Age of Aviation
• Future Flying
• Present Flying & Problems
• Opportunity
• Target
• Strategy
• Communication Strategy & touch points

13. THE GOLDEN AGE OF FLIGHT
• 50‘s & 60’s flying used to be about
glamor, prestige, and experience.

14. FUTURE FLYING

15. WHAT ABOUT PRESENT DAY
FLYING?

16. IT’S A:

17. PROBLEM:
FLYING IS A
BITCH.

18. • WASHINGTON, D.C. -- Americans' general displeasure with
the airline industry continues for a fourth straight year, with
41% viewing it negatively and 30% viewing it positively.
• Source: Gallop

19. IT FEELS
LIKE A
CHORE

20. A MEANS
TO AN END…

21. A NECESSARY EVIL

22. CONSUMER
PERCEPTION & EXPERIENCE
About 27 percent of people who flew round trip at
least twice during the past year are more likely now
than in the past to skip flying and choose another
method of transportation, according to a USA Today/
Gallup poll taken earlier this month.
The survey also found 76 percent of respondents are
dissatisfied with luggage and flight rebooking fees.- CNN

23. INSIGHT
•People take other modes
of transportation
(especially trains) for the
experience

25. BABY GHETTOS
• Parents are complaining of
airline seating policies that
create "baby ghettos" in the
back of planes.

26. • "It's
just ridiculous at this point," Victoria Tucker
(in regards to Airlines and fees)
• "It's
frustrating because it's hard to tell, as a
law-abiding citizen who doesn't mean to do
anything bad, exactly what's going on and what
they're really looking for," Falchuk (in regards
to TSA)

27. TOP 10 MOST OBNOXIOUS AIRLINE FEES:
• 1. Making a reservation on the phone or in person Fee: $5-$25
• 2. Re-banking frequent flyer miles Fee: $50-100
• 3. Cashing in frequent flyer miles without sufficient advance notice Fee: $0-100
• 4. Bringing a pet onboard in the cabin Fee: $50-100 (each way)
• 5. Checking luggage Fee: $3-25 (each way)
• 6. Getting a refund when a fare goes down Fee: $25 to $200 or more.
• 7. Flying standby on the same day of travel. Fee: $0-50.
• 8. Paying for lap children Fee: $10 to 10% of the adult fare (international flights).
• 9. Getting a seat assignment Fee: $5-$11 each way
• 10. Using the lavatory: Not yet active, fee TBD

28. ONLINE BUZZ: FLYING
Flying, Word Cloud (2011):
Source: Social Radar

29. ONLINE BUZZ: AIRLINES
Airlines, Word Cloud (2011):
• Where is the positive association with the word Airlines? – No where! Why?
Source: Social Radar

30. OPPORTUNITY
Bring excitement back to
flying, and create a positive
experience.

31. TARGET: DESTINATION
EXPLORERS

32. WHO ARE DESTINATION
EXPLORES?
• Travels 1 or more times a year
• Enjoys exploring new places and visiting old favorites
• Would travel more often if flying wasn’t such a negative experience.
• Often seek out alternate means of transpiration where available.
• Usually travel to connect with friends, family and loved ones.

33. •Think: Flying isn’t a monster to fear
or dread
•Do: Always choose flight as a go-
to means of transport for their
vacations.
•Feel: Flying
is an enjoyable
experience.

34. STRATEGY:
Bring the human love
affair with flying to the
airline industry.

35. COMMUNICATION STRATEGY
• Get airlines to incorporate adventure into
each step of the flying experience; from
purchase to touch down.
• Remind “Destination Explorers” that flying is a
magical & special experience.

36. COMMUNICATION TOUCH-
POINTS
When booking Day of departure or days Waiting to board (at gate)
tickets (online) leading up to it
On board the flight When they arrive at On vacation
destination

37. THANK YOU.
Please be careful as contents in overhead bins may have shifted .

38. By Sarah Tyler & Jeet Dasi
@PlannerDeJour & @NextPlanningGod
Sarah.Louise.Tyler@gmail.com