We catch up with Shitiz Dogra, a Marketing leader, to better understand how the aviation industry is setting its sight for new growth trajectories
Words by Sakshi Dhingra
How are airlines leveraging augmented reality (AR) and virtual reality (VR) in their marketing efforts to enhance the pre-travel experience and drive bookings?
Augmented reality (AR) is significantly enhancing the air travel experience across different touch points . By integrating AR technology, airports and airlines are now able to provide passengers with real-time updates, customized content, and more intuitive navigation. In the cabin, AR elevates in-flight entertainment, offers virtual demonstrations of safety protocols, and supports language translation, thereby streamlining communication between passengers and crew, and enhancing overall convenience and satisfaction.
One key application of AR in aviation is the delivery of personalized content. AR allows passengers to engage with interactive, tailored entertainment options during the flight, such as 3D movies and immersive games, thus enhancing the overall passenger experience and allowing for a more customized journey.
Moreover, AR technology is being utilized to offer virtual safety briefings. Passengers can view and interact with safety instructions and visualize emergency exit locations within a virtual environment, ensuring a more comprehensive understanding of safety protocols. This not only increases passenger awareness but also contributes to overall flight safety by ensuring that passengers are better prepared for any potential emergencies
A leading example in adoption of AR would be China Southern Airlines utilizing it to optimize its operations. The airline combines AR with artificial intelligence, cloud computing, IoT, and 5G connectivity to enhance efficiency. Specifically, MRO engineers employ AR glasses to receive detailed, step-by-step multimedia guidance, leverage AI for object recognition, and collaborate with remote experts during aircraft safety inspections.
In what ways are airlines incorporating sustainability and eco-friendliness into their brand messaging and marketing campaigns?
A lot of global airlines have taken robust measures towards sustainability in aviation. I’ll share some compelling examples –
Delta Airlines is exploring hydrogen-powered aircraft and is progressively replacing its fleet with more fuel-efficient models, such as the Airbus A350. Between 2019 and 2022, Delta retired 69 older aircraft models, replacing them with versions that use 25% less fuel. Additionally, Delta provides sustainably produced flight kits and donates food, blankets, and amenities to charity, having already contributed over a million kilograms of materials to charitable organizations.
Virgin Atlantic is also heavily investing in advanced engine technology, outfitting its aircraft with the latest sustainable engines to minimize carbon footprint and fuel consumption. The airline leads the industry in frequently replacing old engines on its Boeing planes with new, eco-friendly ones, which positions Virgin Atlantic to achieve its zero-emission targets ahead of schedule. Additionally, Virgin Atlantic uses 25% recyclable materials in staff uniforms and relies on 100% renewable energy in its office buildings, solidifying its reputation as a highly eco-conscious airline.
Cathay Pacific is committed to carbon reduction as well. The airline has pledged to use at least 10% sustainable aviation fuel (SAF) by 2030 and aims for zero carbon emissions by 2050. Cathay Pacific has been investing in Fulcrum BioEnergy, a sustainable fuel derived from landfill waste, since 2014, and by 2022, it became the leading Asian airline in SAF usage. The airline also donates unclaimed food to charity to reduce food waste and minimizes the use of single-use plastics onboard.
In 2018, United Airlines became one of the pioneers in the aviation industry by committing to a 50% reduction in carbon emissions by 2050. A year later, in 2019, the airline launched the “Flight for the Planet,” which at the time was the most sustainable flight ever conducted. This initiative marked a significant milestone in commercial aviation, making United Airlines the first to operate an aircraft powered by carbon-neutral biofuel. Compared to a typical flight, the “Flight for the Planet” cut carbon emissions by up to 40 tons and reduced fuel consumption by 3.3%.
Air Canada is another environmentally conscious airline, actively modernizing its fleet to enhance fuel efficiency. The airline’s new Boeing 737 MAX and Airbus A220 aircraft consume 20% less fuel per seat and emit 50% less nitrogen oxide compared to older models.
In terms of brand messaging there is still a long way to go though since customers feel that sustainability is still not one of the key deciding factors during air travel, yet.
Turkish Airlines has recently introduced its sustainability brand, “Tomorrow On-Board,” coinciding with World Environment Day, at a special event held at Istanbul Airport, the airline’s hub.
“Tomorrow On-Board” reflects Turkish Airlines’ future goals and is designed to convey this comprehensive vision to both passengers and investors as part of its corporate culture. The brand was established with several key objectives: enhancing the airline’s image, providing a consistent message and visual framework for all sustainability communications, systematically informing investors about sustainability efforts, and offering passengers opportunities to engage in sustainability initiatives
