Big brands are often the last to catch on to changing consumer behavior. There are few industries where this is more visible than airline travel, where frazzled consumers have long begged the major players to deliver an experience that exceeds the “punishment for a crime you did not commit” bar.
Iconoculture recently reported on an unsettling trend in consumer travel—as airline innovation fails to keep pace with consumer demands, consumers are either rewarding smaller players like Suite Arrival (who delivers TSA-friendly personal items from popular brands directly to travelers’ hotel room) or inventing their own “DIY” approaches to make travel less frustrating.
The news isn’t all bad—Iconoculture spotted a few noteworthy exceptions as big brands made progress in the long march to improve travel. Noteworthy innovators winning travelers’ endorsements include:
- Southwest Airlines “Bags Fly Free” Policy: takes one painful and expensive worry out of travel, and translates into clear, benefit-driven marketing messages.
- JetBlue’s Customer Bill of Rights: reimburses customers for the most aggravating travel missteps, including vouchers and refunds when flights are cancelled and delayed.
- Clear: the growing fly-through-security service enjoys over 75% favorability in online mentions.
For more winners—and a few losers—MLC members can check out Iconoculture’s full trend analysis.
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