With ‘mobile’ and ‘social’ dominating marketing activities, the aviation industry seems to be the biggest beneficiary of the trend.
The frequent price wars between the airlines have pushed up bookings by 300 per cent in September itself. Carriers such as Jet Airways, Indigo, and Spicejet slash their fares substantially in order to woo the travellers for a period of 90 days and above in advance. And, the biggest drivers of these seasonal sales are mobiles and the social networks.
Typically, 30 per cent of all airline seats go unsold in India. According to an Absolutdata Research & Analytics industry research, the objective behind flash sales for the airlines industry is to utilise unsold seats by selling them at lower price points. Discounts of this nature help airlines prevent seats from ‘perishing’ once the travel date comes around. Besides, all incremental revenue goes through to the bottom line as costs are already fixed.