Marketing Strategies of Australian Airlines Post COVID-19

Marketing Strategies of Australian Airlines Post COVID-19

The aviation sector suffered significant setbacks due to the worldwide Covid-19 outbreak. Covid-19’s rapid global spread created unprecedented difficulties for carriers like those in Australia. Before the pandemic, Australian airlines, like their foreign rivals, concentrated on providing a comprehensive variety of local and international flying services. The company’s ads emphasized the importance of the consumers’ safety, comfort, and convenience. In-flight entertainment, more legroom, and prompt service were just some of the amenities promoted in these ads. This paper will examine how these companies’ marketing strategies changed after the Covid-19 outbreak, how well they have incorporated consumer input, and how well they are set up for future success.

Marketing strategies in the aviation business were evaluated in light of the pandemic. According to the Mckell Institute (2021, p. 9), Australian airlines had many challenges, including travel limitations, diminished demand, and apprehensions over safety. To tackle these issues, several crucial solutions were used. Safety was identified as their primary marketing theme. The organization developed stringent cleaning processes, introduced methods to enforce social separation, and mandated using masks for travelers. The airline made strategic investments to improve its digital footprint and mobile application, facilitating streamlined flight reservations, efficient booking management, and timely updates on travel limitations and safety protocols for its clientele. Furthermore, in response to implementing international travel restrictions, Australian Airlines redirected its attention towards internal and regional routes. Perera et al. (2021, p. 13-15) advocated for appreciating Australia’s aesthetic appeal as a viable tourist destination, encouraging domestic residents to engage in exploratory activities inside their nation.