“Perception leads to reality” Group CMO, SAUDIA Airlines on brand building and harnessing passenger insights

by | Sep 18, 2024 | Airlines, Interviews, On-demand

Differentiation is key and competition is tougher than ever.

Khaled Tash, Group CMO, SAUDIA Airlines joined to share his insights into building a strong brand, harnessing passenger insights, and translating these into tangible benefits for your airline. In October, Mr Tash will be sharing his thoughts on these topics on stage at World Aviation Festival – book your ticket now!

In the brief interview, Mr Tash impressed the importance of harnessing passenger insights and shared his comprehensive strategy for capturing the voice of the customer. When looking at measuring feedback, he described three distinct levels: overall relationship feedback, transaction satisfaction feedback, and sentiment analysis.

One challenge Mr Tash highlighted is that passengers on the same flight will often have very different satisfaction scores. With expectations varying across age, nationality, gender etc. he stressed:

“Your brand cannot be a one-size-fits-all. We are coming into a world where segmentation is becoming more and more tailored […] We want to achieve what they call the segment of one, where every single individual is a segment of [their] own.”

Watch the full interview below for more insights.

 

Questions asked include:

  1. In the modern world, why is brand building arguably more important than ever?
  2. What key strategies should airlines prioritise when it comes to building a strong brand? How can these translate into tangible benefits for the airline?
  3. When it comes to harnessing passenger insights, what are the major challenges and how do you proactively address these?
  4. Why have you chosen to join us at World Aviation Festival? Aside from your session, are there any people you’re particularly looking forward to hearing from or meeting with?

 

 

For more insights from World Aviation Festival 2024 speakers also see:

 

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