How airline marketing can rule the age of enragement – Presentation from #ALTAForum

I had the privilege of delivering the closing keynote presentation at the ALTA Leaders Forum (ALTAForum) this year. It was held in lively Panama City. Addressing an audience of top airline executives from almost every airline in Latin America, my point was simple – airlines can be remarkable or invisible. There’s no “good enough”. An airline can choose to go that extra mile and make an experience remarkable. Or do just what everyone else does and be invisible. It’s a lesson I’ve learned based on airlines featured in my book, SOAR – which ALTA had bought for every attendee at the conference.

In order to be remarkable, it is important to understand the traveler of today. The silent traveler. The enraged traveler. Only then will airlines be able to win these customers over. Specifically, I had three tips for airlines to get started:

  1. Respond. Now! Now! (Case study: American Airlines)
  2. Join the conversation (Case study: Aeromexico)
  3. Communicate transparently and often (Case study: Avianca, Singapore Airlines)

Here, I share the full presentation from the summit.

Here are some tweets from the conference that give a nice summary:


You can get your own copy of SOAR here. If you already have a copy, then I’d be humbled if you’d please post a review on Amazon.

Shashank Nigam

Shashank Nigam

Shashank Nigam is a globally sought-after consultant, speaker and thought leader on airline branding and customer engagement strategy. He is the Founder and CEO of SimpliFlying, one of the world’s largest aviation marketing firms working with over 85 aviation clients in the last ten years. Nigam is also the youngest winner of the Global Brand Leadership Award and has addressed senior executives globally, from Chile to China. Nigam’s impassioned and honest perspectives on airline marketing have found their way to over 100 leading media outlets, including the BBC, CNBC, Reuters and Bloomberg, and into leading publications such as The Wall Street Journal and the New York Times. He writes a dedicated monthly column in Flight’s Airline Business, challenging the typical assumptions about airline marketing. His new book on airline marketing, SOAR, is an Amazon bestseller that’s shaking up the industry and inspiring other industries to learn from the best airlines. Born in India, raised in Singapore, he now lives with his wife and two young daughters in Toronto.
Shashank Nigam
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