In an era where price often drives purchase decisions, low-cost carriers (LCCs) seem to hold the advantage. But while they may win the booking, they don’t always win the relationship. And for full-service airlines, that’s the opportunity.
Legacy carriers can’t — and shouldn’t — try to out-discount LCCs. Instead, they can differentiate where it matters more: by offering a smarter, more personal, more responsive passenger experience that goes beyond the seat and turns flyers into loyal customers.
Price Wins the Transaction. Relevance Wins the Traveler.
Passengers don’t choose low-cost carriers solely because they love bare-bones travel. They choose them because they feel the tradeoff is acceptable — especially when they assume the alternative is a one-size-fits-all premium experience at double the cost.
But what if full-service airlines could show that they see each passenger, understand what matters to them, and adjust accordingly — not just in the air, but across the entire journey?
When passengers feel known, seen, and supported, value perception shifts. And suddenly, the higher fare doesn’t feel like a markup. It feels like an upgrade.
Personalization Is the New Premium
Traditionally, premium has meant lounges, legroom, and linen napkins. But for many travelers today, premium means relevance: getting offers and assistance that match their actual needs, not their fare class.
Some passengers want speed and simplicity. Others value comfort, flexibility, or recognition. The challenge — and opportunity — for full-service airlines is to know who wants what and tailor the journey accordingly.
That means using customer data not just to market, but to serve:
- A young solo traveler might value easy mobile boarding and personalized notifications, not just a business lounge.
- A family might care less about seat pitch and more about being seated together and having stroller assistance at the gate.
- A frequent flyer delayed by weather doesn’t need generic apologies — they need proactive rebooking and recognition of their loyalty.
In short: personalization isn’t a luxury. It’s a strategy to outcompete where LCCs can’t follow.
Proactive Beats Reactive — Every Time
Low-cost carriers are built for scale and automation. When disruptions happen or needs arise, the default answer is self-service — or no service.
This is where traditional carriers can win decisively: by being present before a problem is noticed.
- Notifying a connecting passenger of a gate change before they ask.
- Offering an upgrade when a high-tier member is seated in a middle seat on a long-haul.
- Proactively suggesting a better option when a family books two separate reservations.
These touches aren’t costly — but they are remembered. And they’re nearly impossible for LCCs to replicate at scale.
The Hidden Loyalty Gap
Ironically, many low-cost carrier passengers aren’t loyal. They’re price-loyal — a fragile and easily lost segment.
Traditional airlines have a wider runway to win these customers — not by mimicking LCC pricing, but by changing the experience equation.
That starts with:
- Making customer data actionable at every touchpoint — from booking to boarding to post-travel.
- Empowering frontline teams to act on insight, not just follow rules.
- Designing journeys that flex to individual needs, rather than forcing passengers to fit the airline’s mold.
From Fare-Focused to Experience-Led
Price will always matter. But it’s not the only thing that matters. When a passenger sees that their airline remembers them, respects their time, and responds to their needs — before they even ask — that fare premium becomes a smart investment, not an unnecessary expense.
Legacy carriers have the tools, talent, and trust to offer more. The next step is to offer better — not generically, but personally.
Because in the end, passengers may book on price — but they stay for relevance.
