Developing Non-European Airline Market Expansion In Finland
Lehtonen, Theodor; Rasool, Azad (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202504308425
https://urn.fi/URN:NBN:fi:amk-202504308425
Tiivistelmä
With various kinds of commercial airlines such as legacy (or “network”) airlines, low-cost carriers (LCCs), and ultra low-cost carriers (ULCCs), the competition among airlines to win a higher number of passengers gets more difficult each day. Airlines attract passengers through different kind of activities such as discounts, mile bonuses, extra luggage or space, time performance and so on. But the question is: What does a passenger really want/need from an airline? And based on what factors they choose a specific flight?
Finnair and other European airlines are dominant players in Finland. Generally, passengers love to get a maximum service with lower prices if possible when travelling. For generating competition in Finland that eventually could benefit both the airlines and the passengers. The aim of this research is to detect, how non-European airlines could win and attract passengers from its competitors in Finland (e.g., Finnair, SAS, KLM).
In order to find a right path for non-European airlines to get higher passenger load factor from Helsinki-Finland, airlines can benchmark competitors and seek suggestions from experts. To help in finding such a path, this thesis conducted five semi-structured interviews, two with professionals working in travel agencies and three professionals in aviation business.
The interview results suggest that non-European airlines can leverage their brand image through various means: for example, non-European airlines can understand customer preferences better and address misconceptions. Airlines should also listen to customer feedback, identify areas for improvement and understand customer dissatisfaction, all of which is crucial for improving an airline's brand image. The results suggest that conducting a market research is also necessary to identify and address the top reasons why potential passengers may not want to fly with the airline. Then, the airlines would be able to communicate their unique value proposition effectively.
Overall, non-European airlines can enhance their brand image, build relationships with stakeholders, and attract more passengers by understanding customer preferences, addressing misconceptions, offering competitive advantages. The findings highlight the importance of understanding customer preferences, providing a seamless and positive travel experience, and adapting strategies to the specific needs and dynamics of the Finnish market. By focusing on these factors, non-European airlines can effectively attract passengers and compete in the aviation industry in Finland.
Finnair and other European airlines are dominant players in Finland. Generally, passengers love to get a maximum service with lower prices if possible when travelling. For generating competition in Finland that eventually could benefit both the airlines and the passengers. The aim of this research is to detect, how non-European airlines could win and attract passengers from its competitors in Finland (e.g., Finnair, SAS, KLM).
In order to find a right path for non-European airlines to get higher passenger load factor from Helsinki-Finland, airlines can benchmark competitors and seek suggestions from experts. To help in finding such a path, this thesis conducted five semi-structured interviews, two with professionals working in travel agencies and three professionals in aviation business.
The interview results suggest that non-European airlines can leverage their brand image through various means: for example, non-European airlines can understand customer preferences better and address misconceptions. Airlines should also listen to customer feedback, identify areas for improvement and understand customer dissatisfaction, all of which is crucial for improving an airline's brand image. The results suggest that conducting a market research is also necessary to identify and address the top reasons why potential passengers may not want to fly with the airline. Then, the airlines would be able to communicate their unique value proposition effectively.
Overall, non-European airlines can enhance their brand image, build relationships with stakeholders, and attract more passengers by understanding customer preferences, addressing misconceptions, offering competitive advantages. The findings highlight the importance of understanding customer preferences, providing a seamless and positive travel experience, and adapting strategies to the specific needs and dynamics of the Finnish market. By focusing on these factors, non-European airlines can effectively attract passengers and compete in the aviation industry in Finland.