Future direction in airline marketing

The rapid growth and broadening of the air travel market, coupled with a more sophisticated consumer, will dramatically change airline marketing over the next decade. Discussed is the direction this change is likely to take and its implications for companies within the industry. New conceptualization approaches are required if the full potential of this expanding market is to be fully realized. Marketing strategies are developed that will enable various elements of the travel industry to compete not only against each other but also with other products that are competing for the consumer's discretionary income.