American Airlines has launched, AA.com/women, a convenient online resource specifically designed for its female customers. American Airlines recognizes the growing women’s market and is intent on tapping its potential for improving the customer experience for all passengers.
With nearly 50 million female passengers boarding American Airlines flights each year, this is the latest example of American’s focus on enhancing the customer experience. AA.com/women provides American an additional opportunity to reach out to female customers and solicit their insights, as well as to offer women a unique place for women to connect with each other and with American.
AA.com/women’s content includes information on safety and security; saving time and money while traveling; traveling with friends, family or partners; and stories and advice from other women travelers.
Research shows the following:
? 75 percent of women in the U.S. use the internet for general usage (Harris Poll, May 2006)
? Among women who booked travel in the last year, 35 percent booked online (Harris Interactive Study, September 2006)
? The buying power of U.S. women is estimated at $6.1 trillion (Marketing to Women, Second Edition©, Marti Barletta)
With this in mind, American has already become the first and only airline to create a position solely focused on women’s sales and marketing.
“This is a great opportunity to recognize the achievements of women, let them know we are listening to them, and demonstrate through AA.com/women that we value their business,” said Peggy Sterling, American’s Vice President of Safety, Security and Environmental, and American’s first female line-operations officer.
Sterling said that American knows that all of its customers benefit from suggestions made by women travelers, and by improving the customer experience, the airline has a tremendous opportunity to grow its revenue, market share, and customer loyalty.
In any given year, approximately 48 percent of American Airlines customers are women. American estimates that if the company is able to raise the number of women traveling on the airline by 2 percent (at $100 per segment) as a result of AA.com/women and its emphasis on women travelers, the airline would garner an additional $94 million in revenue annually while providing additional value and travel information to female customers at no extra cost to them.
“For more than 80 years, women travelers have relied on American to transport them to destinations around the world,” said Nora Linville, Director - American Airlines Women’s Sales and Marketing. “In designing and building AA.com/women, we created a travel advisory panel of expert women travelers, including former female employees, women business owners, and women who regularly travel for business and pleasure. The feedback from these women was valuable in ensuring AA.com/women would offer our female passengers useful information that was presented in a way to make researching and purchasing travel easier and more efficient.”