Estratégias de marketing para a recuperação do business traveller das companhias aéreas pós-Covid-19

Abstract

This paper takes a contemporary perspective on the possible marketing strategies to connect the airline industry to the post-pandemic society, with a focus on the business traveler. Despite the significant growth of this sector over the past three decades, a major deadlock has recently arisen. In the first quarter of 2020, a pandemic called Covid-19, caused by the SARS-CoV-2 virus, was declared by the World Health Organization. The situation has led to a drastic decrease in air travel, in order to slow the spread of the virus, causing numerous losses for regular air transport. Due to the restrictions related to the high level of contagiousness of the virus and the consequent difficulty of locomotion by the air modal, digital alternatives have emerged to mitigate the difficulties of face-to-face meetings, common among business travelers: videoconferencing platforms have replaced face-to-face meetings and business travel. This situation caused a shakeup in the companies' cost sheet, since business travelers used to represent a large portion of the airlines' revenues. Thus, the objective of this research is to establish, with marketing support, strategies aimed at recovering the business traveler and, through market analysis, demonstrate the importance of this portion for the revenue of Brazilian and international airlines. As methodology, a basic nature was chosen, producing knowledge that can be used in other research, and a descriptive approach, based on bibliographic procedures. Based on the study presented, it was possible to identify tools, such as: consumer behavior study, buyer decision process, cross-selling, customer journey map and omnichannel, elements that, through marketing, are able to deliver value, meet the needs and win back this public. Considering marketing as an appropriate tool to attract attention and build customer loyalty, its importance and effectiveness were evident in the face of the impasse faced by airlines worldwide.