Airlines jockey for customers as folks flock to find the best deals. Airlines are turning to social media to connect with customers and provide better, more immediate, service to reflect more forward thinking and customer-oriented business models.
People Pattern application ingested a sample of about 2,500 Twitter followers of @AmericanAir and @Delta to gain insights into the psychographics of the customers who fly with both carriers.
Roughly 50% of Delta followers also follow American Airlines.
Only about 40% of followers of American Airlines also follow Delta, suggesting that American Airlines’ customers are more loyal to AA.
In order to win over new business, Delta could offer specials to current customers and look at the people who follow both brands to expand on that audience, finding look alike members and targeting them with appropriate messaging and outreach.
Having an understanding of the overlap, the next level of understanding would be to dig into the folks who follow both brands in order to better understand them.
From the overlapping audience sample, the Mature Millennial surfaced as the most common persona.
The Mature Millennial is characterized by his belief that products are symbolic of self-expression. He has limited disposable income and when he does spend, he invests in experiences. The Mature Millennial believes that experiences are a reflection of himself, so each experience should be personal and reflect his unique character.
The Mature Millennial is a digital native and active across various platforms, where he engages with brands. American Airlines and Delta must emphasize distinct experiences that the Mature Millennial could only experience with a particular carrier.
The Mature Millennial values uniqueness, but actively engages in popular culture. Glancing at some top named entities within the sample set, it appears that the Mature Millennial is discussing the iPhone brand, the NBA and Justin Beiber more often than other named entities.
The airline market is a crowded space. It’s important that competitors understand what consumers want in order to make current customers happy. Both brands could increase sales by developing campaigns with specials focused on crafting personalized experiences for younger demographics.
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