In a move to attract more female travelers to their business, American Airlines has created an online marketing channel built around the traveling needs of women.
The new initiative is housed at www.aa.com/women and is targeting the 50 million women who travel throughout each year. Not only is the site built for marketing, but it is also built to mine data from site participants through the interactive community they've built, centered on surveys and various travel issues.
The company hired Nora Linville to direct the project. She said that "We recognized the growing economic power of the women's market, which is now $6.1 trillion, and the additional consumer spending power of women. Initially, in my role, we spent a lot of time doing research on the market (she was hired about a year ago), and it became clear that we needed a platform to launch initiatives, promotions, and to a place where we could create dialogue with female consumers--a place where they would have an opportunity to share insights, and suggestions with us and fellow travelers."
"American" already has Wyndham Hotels and Resorts as a marketing partner and is looking to add other "complementary brands" as they grow the site.
Included with the site will be information on security and safety issues, managing time and money while traveling and tips on traveling with friends and family.
Comment Preview