Digital Ascension: Digital Marketing Strategies of Skytrax 5 Star Airlines

Abstract

In this study, some digital marketing strategies that are decisive in attracting customers and building loyalty in the airline industry, where competition is intense today, are discussed. In the digital age we are in, the success of airlines depends on effective digital marketing strategies. In the research, firstly, the concept of digital marketing is analysed and the status of the airline industry in this digital transformation is discussed. This study is designed to understand the digital marketing activities of airlines rated with 5 stars by Skytrax. The websites of 10 airline companies awarded with 5 stars by Skytrax were analysed and scored according to 10 criteria. The scoring process of the websites was conducted simultaneously by 3 evaluators. According to these evaluations, the highest score was 77 and the lowest score was 50. Within the scope of the research, 40% of the airline companies scored below the average. In the examination of the websites, Qatar Airways scored 77 points, Cathay Pacific Airways 75 points and EVA Air 65 points and were determined to be the 3 highest airline companies. Japan Airlines received 52 points, All Nippon Airways 51 points and Korean Air 50 points, making them the lowest 3 airline companies.