Airline marketers in competition

Airline marketers will be interested to read that Luton-based airline Monarch has decided to overhaul its brand in the hope that it will compete with other low-budget airlines. In this competitive market, how will marketing managers keep ahead?

Monarch hopes to change its mode of operation from predominantly chartered flights to the more profitable scheduled flights and compete with the likes of easyJet and Ryanair. They aim to focus on the customer experience enabling passengers to opt-in for ‘extras’ if they wish. These will include extra leg room and in-flight meals. Not only is the airline hoping to gain low-budget travelers but also attract high-end flyers that use British Airways, for example.

Monarch has introduced a new strapline ‘Fly your way. Every day’, and their new marketing strategy will involve digital, print and outdoor activity.

Monarch is taking this shift from chartered to scheduled flights seriously by re-branding themselves and other low-budget airlines should take notice of this. Some could argue that Monarch’s marketing strategy does not differ from its competitors. easyJet, one of Monarch’s Bedfordshire rivals, introduced a similar service to their customers – easyjet Plus! This provides easyJet Plus! flyers with speedy boarding on every flight, the option to choose their seats and other discounts at an annual cost of £109.

Marketing managers will need to think outside the box in this ever-competitive industry if they are going to stay ahead of their game. Alex Carter, Managing Consultant of Leisure and FMCG at Brand Recruitment comments, ‘we have seen a rise in leisure brands recruiting in this competitive market. From online marketing jobs to marketing analyst jobs, employers in the leisure industry have had to react to the current market.’

The success of Monarch’s re-branding will not only be a test for the company but also to its competitors. Will passengers put extra leg room and speedy boarding over cost? It remains to be seen.

For more marketing jobs across Bedfordshire, please visit:

Share this:

Leave a Reply

Your email address will not be published. Required fields are marked *