Airlines prioritize brand following consolidation

The US airline industry has undergone serious change and consolidation in recent years - most notably with Delta-Northwest, United-Continental and Southwest-AirTran merging. While this has provided both benefits and hindrances for consumers, airlines now have to seriously reaffirm their brand positioning in this newly consolidated market.

Technology, most notably mobile, is believed to be making its mark on the industry as airlines jostle for business. So with the number of travelers connecting via mobile reported to be ever increasing, we’ve spoken to marketers at a number of airlines for perspectives on customer engagement in the sector.

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