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Airlines Taking Creative Approaches To Cater To Chinese Market

Number of Travelers Increasing More Rapidly In China And Other Emerging Economies; Carriers Taking Localized Approaches To Woo Passengers

The number of Chinese air travelers has grown exponentially in the last 10 years. Graphic © Brand Channel

The number of Chinese air travelers has grown exponentially in the last 10 years. Graphic © Brand Channel

Although the air travel industry has reported grim figures over the last year — with Asia-Pacific airlines taking the biggest hit overall — industry insiders report continued growth in the Chinese market, particularly from business travelers. To reach this lucrative group, airlines have taken unique approaches to branding and service in the Mainland, with carriers like Finnair and Emirates, along with domestic carriers, reaching out to Chinese travelers through culturally-relevant approaches.

Brand Channel recently posted a feature that looked into what successful airlines are doing correctly in the Chinese market (and the reasons why others are failing to make a connection with Chinese consumers). As the article points out, outreach can range from simple changes like ensuring crewmembers can speak Mandarin, English, and regional dialects to more dedicated personal services that Chinese consumers may find more important than their non-Chinese counterparts. With more Chinese passengers flying domestically as well as overseas, this type of article is essential reading for airlines — or any other companies — which are looking for proven techniques for attracting Chinese customers.

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