“Price is always an important factor when choosing airline. But it’s not the only one for sure. When it comes to choosing a carrier like Turkish Airlines, who is proud to be chosen six times as the best airline in Europe, and awarded in many times with its unmatched service approach and offerings, they expect more than just that.”
Q: How important is MICE segment for your airline?
Recognizing the importance of international events and meetings, Turkish Airlines has developed Turkish Conventions which offers benefits for both international event organizers and participants. For all international events, meetings, seminars, congresses or fairs in any type of industry with over 100 International participants, Turkish Airlines can provide exclusive offers through an online application. To underline the importance of the MICE segment, Turkish Airlines not only developed a MICE specific product but formed a department responsible only for MICE. With a single point of contact – M.I.C.E. Department, Turkish Airlines works proactively with Star Alliance, ICCA, ICVB and other Visitor’s Bureaus.
Q: Do you think consumers only choose airlines based on price?
Price is always an important factor. But it’s not the only one for sure. When passengers choose a low-cost carrier, they know they can’t expect much more than just a plain transfer from point A to point B. But when it comes to choosing a carrier like Turkish Airlines, who is proud to be chosen six times as the best airline in Europe, and awarded in many times with its unmatched service approach and offerings, they expect more than just that. They know that they can pack their bags and not have to worry about severe additional charges at check-in. They don’t have to worry about on-line check-in, as it is free at the airport. Awarded on-board catering is also included in the price, so is the seat selection as well, they get their miles on their advantageous Miles&Smiles Cards, and they can choose the connecting flights on a long list, etc..
All these factors are important when choosing an airline. When customer is well aware of good services provided by an airline, he or she will likely choose this airline for next trips as well. If the airline offers good connections, allows passengers to travel with more luggage, has a good reputation, good customer service and excellent service on-board, customers are more likely to return and fly with this airline again, even if the price is not the lowest one at that moment.
Q: What makes the Airline experience unique?
When flight attendants took care of your every whim, and you didn’t have to worry about baggage fees, booking charges or competing with other passengers for limited bin space, etc. are the primary items that come to mind at first in this regard. Air travelling became much more affordable in the last decades and airlines have to balance between offering comfort and pleasent experience to customers and compete on a harsh market filled with competitors. So, the airlines have to consider their product from very beginning in order to satisfy their passengers. This process starts from making a reservation to collecting your bags at arrival and leaving an airport. Some of the steps leave bigger impression on/ among people than others. Searching for your flight either via internet, on sales desk or with an agency is the first step where people are introduced to an airline. This step is very important and should be made very easy for a passenger. Check-in to your flight and proceeding through the security procedure can sometimes be a bit stressful so the airline needs to ensure that it is done fast and as smooth as possible. The most important part of the whole experience is the actual flight. Turkish Airlines is trying to make this substantial experience unforgettable by offering fresh meals from globally known traditional Turkish Cuisine and other delightful cuisines around the world as well, comfortable seats on modern aircrafts which constitutes one of the youngest fleets of the World, a variety of toys for its little passengers and many more of course. Since we always believe that airline business is mainly managed with the personal touch, we do everything with smile while always trying to do the best. I would say that this might be the most important part of every flight experience.
“Since we are very proud of the motivating feedbacks that we consistently get from our esteemed passengers about our wide product range and offerings we are constantly looking for new ways to reinvent ourselves, enhance our market share, enlarge our customer base and spread our network.”
Q: In terms of Airline’s marketing, what keeps you up at night?
The main »issue« that keeps me occupied at all times in terms of Airline’s Marketing is the priority target of being the best in each area that we serve and also being the most preferable choice among whole worldwide airlines by this way.
Other important components are to keep the brand equity in a higher level and to develop the product and also the brand to be up to date modern, more widely accepted and even better known while preserving what the colleagues before our time built. The main point is to make the customers feel familiar with the brand and product, and enhance these two subjects to be more state of the art, competitive and ideal in comparison with its global rivals of course.
Q: Conventa is New Europe show with main focus on the Central and South East Europe Region. How do you perceive this region in term of air travel?
The market is still somehow underdeveloped, but it offers great opportunities. The customer base is growing and traveling is starting to be really popular comparing with the past years. The region is also multinational and has a lot of diaspora which is a very good advantage for air travel. The downside is the existing economic situation which is not stable for all countries. But if this economic situation gets better in 2017, the travel and tourism industry will have the opportunity to offer more in this area and also to enable the market to develop faster.
Q: What are your airline plans for 2017?
As you know we have a kind of a tradition of being the best European airline, now already six years in a row. We are honored to have this title and we are doing our best to earn and keep it also in the future. Turkish Airlines serves the most countries in the world which means that we are an airline that really tries to further develop the global market with also underdeveloped markets in the sense of air traffic and travel. We are working very hard to invest in local tourism outgoing and incoming. Our plans for 2017 are to keep all the good we have been able to achieve until now and also develop even further. We are developing constantly our product, add new destinations, cooperate with local and international companies and provide passengers the best flight experience both on ground and on board, support and service on the highest level possible. Since we are very proud of the motivating feedbacks that we consistently get from our esteemed passengers about our wide product range and offerings we are constantly looking for new ways to reinvent ourselves, enhance our market share, enlarge our customer base and spread our network.