Reputation & marketing

Reputation is earned market by market

Each market builds your reputation from on-time performance, comfort, service, value and freedom from disruption, and awareness counts how many travellers know you there. Fares & pricing → Reputation lists every market with each part, and names the weakest across your markets with what raises it. Reputation takes time to build, which is why an established airline holds its share.

What damages it: delays and cancellations (from worn aircraft, too few spares, unhappy or overstretched staff, tight turnarounds and busy airports), cramped seats and poor service at high fares, and schedules changed at short notice. Weather can close or slow an airport for everyone. There are no accidents.

The brand

Your airline-wide brand is built from your routes' reputation, your network, fleet age, alliance, marketing and financial health; Product & marketing shows each part and the weakest. It colours how travellers see you where they have not flown you.

Marketing

An airline-wide marketing budget builds brand and awareness everywhere, and fades over the weeks after you stop. Campaigns target one market, every market from an airport, or the whole airline, for a spend a week and a length; the sheet suggests your emptiest markets first and says how much of the most a campaign can do it builds. Marketing gets travellers to try you; reputation decides whether they come back.