The airline industry has gone through quite a few changes in recent years. More and more low-cost airlines are entering the market. At the same time the digital sphere is witnessing an increase in OTAs that are competing over the same traffic channels.
We did an in-depth analysis to see how these recent changes have affected the airline industry. In this rapidly evolving market, who are the industry leaders, and what are their main marketing strategies? To answer these questions we focused on Q1 2015. In order to understand how much the industry has changed in the past year, for some of the stats we ran a YoY comparison with Q1 2014.
Some interesting insights popped up when we went over the numbers. For example, we found that the top traffic channel in this industry is Search. The top search terms directing keyword traffic were the names of increasingly popular low cost airlines like Ryanair and Easyjet. . Another noteworthy finding was that international airlines – like Delta and United – take the lead when it comes to traffic from referring sites. These findings illustrate how these very different airline companies likewise have very different marketing strategies.
This cool infographic highlights our findings. You can also download the complete whitepaper here.