Airline Taps Miller Huber

Share this content:
British Airways has selected Miller Huber Relationship Marketing, San Francisco, to develop a business-travel relationship marketing program that targets small- and medium-size businesses.


Although few details were being released, the program will take a different approach from typical frequent-flier programs, said Scott Waltz, vice president and director of client services at Miller Huber.


"The frequent-flier programs of today are based on the market situation of 1980. Things have changed," he said. "We put together a relationship marketing program based on today's business traveler."


Today's business traveler is more likely to use frequent-flier miles for upgrades on business flights and less likely to use a travel agent than business travelers of the early 1980s, the agency says.


"Today, hopes of getting leisure travel out of business miles is not happening. We see more people using their miles to upgrade to a higher class," he said. "With computerization of the reservation system, it's much simpler to make a reservation directly with the airline."


The agency decided to focus on a program designed for small- and medium-size businesses because it is a part of the market that often is overlooked and that the airline industry has only recently begun to study from a relationship marketing perspective, Waltz said.


"There are contract rates with large corporations that consolidate with carriers, but a lot of travel is done by small- and medium-size organizations and you can't canvass moderate-size businesses with a personal selling force," he said.


British Airways was the first company the agency contacted to pitch the program because of the airline's strong brand and large numbers of business travelers and international passengers, Waltz said.


He declined to reveal the launch date of the program.
close

Next Article in Agency

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above