SA’s low-cost carrier (LCC) airline sector is oversubscribed given the size of the market, a fact that is exacerbated by a tough economic climate. Emphasising aspects such as reliability, routes and even sponsorships are all ways to create unique engagements with consumers so as to be part of the consideration set with an offering that competes on something other than price alone. It’s a strategy that has worked well globally. A case in point is Ireland’s budget carrier Ryanair, which has focused on improving customer service through technological innovations such as chatbots and voice recognition in its bid to become the “Amazon” of travel, according to a recent post on marketingweek.com. Elmar Conradie, CEO at FlySafair, explains that in this environment, it’s crucial to stay relevant. Relevance, he says, comes from listening to consumers and offering unique selling points such as the right route network, a convenient schedule, fair pricing and a consistent approach. When it comes...

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