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American Airlines latest example of women traveler’s growing clout
American Airlines’ launch of AA.com/women has made it the first airline in the industry to introduce a convenient online resource specifically designed for female customers.
But it’s only one indication of a growing trend: women are increasingly an integral part of the travel market. For example:
o A survey conducted last fall showed a majority of adventure travelers (52%) are now women.
o The numbers of women travelling on business has doubled in the past five years, according to British Airways.
o High-end hoteliers are increasingly adding women-only floors, as well as mini-bars stocked with pantyhose.
“With nearly 50 million female passengers boarding American Airlines flights each year, this is the latest example of American’s focus on enhancing the customer experience,” said the airline. The airline cited research showing:
* Seventy-five percent of women in the US use the internet for general usage, according to a Harris Poll.
* Among women who booked travel in the last year, 35% booked online, according to a Harris Interactive Study.
* The buying power of U.S. women is estimated at $6.1 trillion (Marketing to Women, Second Edition , Marti Barletta)
American has also become the first and only airline to create a position solely focused on women’s sales and marketing.
“This is a great opportunity to recognize the achievements of women, let them know we are listening to them, and demonstrate through AA.com/women that we value their business,” said Peggy Sterling, American’s Vice President of Safety, Security and Environmental, and American’s first female line-operations officer.
In any given year, almost half of American Airlines customers are women.
American estimates that if the company is able to raise the number of women traveling on the airline by 2% (at $100 per segment) as a result of AA.com/women, the airline would garner an additional $94 million in revenue annually.
Report by David Wilkening
David
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