Volume I | Issue no. 1
How Southwest Got Online Travel Search Right
It seems to us that there is a real opportunity for destinations to take back control of their marketing and ditch these sites that are commoditizing travel and leaving the average traveler uninspired.
Southwest Airlines did this a long time ago. Today, they’re one of the few airlines that’s making a profit. While they’re viewed as a low cost airline, Southwest consistently fills their seats and commands the highest average ticket price from my home airport in Albany, New York. More often than not, I fly Southwest and so do my friends and family. How did they accomplish this? They know what their brand stands for, and now so do their employees and their customers. The flight attendants and pilots tell jokes. It's inspiring. Everyone on board is enjoying the trip. Southwest is in complete control of the consumer’s interaction with their brand. They control the advertising, the email marketing, their web presence. If you want to book with Southwest, you have to use their booking engine, not the one that all of their competitors use.
If more travel and destination marketers followed Southwest’s lead, everyone would benefit: travelers and owners of travel and destination brands alike.
In the next issue:
How To Build The Perfect Destination Website.