What will the 'new normal' look like for the airline industry in 2021?

Air travels’ sensitivity to fluctuations in GDP has been starkly evidenced by Covid 19. Consequences have included huge numbers of furloughed employees, tensions between management, and threats of redundancy being rife in the industry. 


To recover from this period of extreme turbulence, the streamlining of airlines will be necessary. This is likely to involve mergers, acquisitions, restructuring and redundancies. Furthermore, bold business decisions such as the loan and and transaction decisions Easyjet have recently undertaken result in extremely uncertain futures. 


In the light of the current pandemic, public confidence in the safety of air travel is essential. 

Marketing strategies such as partnerships with cleaning brands similar to that of Clorox with United Airlines may be used to increase public confidence in the cleanliness of flights, along with other marketing strategies regarding health and safety. 


Once the immediate threat of Covid 19 has reduced, visible commitment to social responsibility may also become increasingly important. Corporate social responsibility may be extremely valuable to airlines. Efforts to cut waste and reduce resources can save money, whilst processes involving less energy reduces exposure to volatile oil and gas prices. In addition, this responsibility can drive competitiveness, with innovation opening the airline industry up to new markets. Furthermore, using sustainability in marketing will generate a competitive edge as well as building up customer loyalty may be the key to commercial success. 


Therefore, consumer safety and social responsibility are likely to be amongst the most important contributors towards commercial success in 2021. 


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