ABSTRACT
Airline marketers view retail establishments as an excellent place to promote travel on their airline, as well as a good target market for air travel. Airlines have tried to maximize the number of passenger seats filled by eliminating unprofitable routes and concentrating on lucrative high-density routes serving large-and medium-size airports. Computerized reservation systems/global distribution systems display airline schedules and prices for use by agents in making reservations. In the airline industry, there are three basic types of sales outlets: the carrier's own sales offices, including field ticket offices, city ticket offices, and centralized reservations offices; other carriers' sales offices; and travel agencies. Frequent-flier programs have been perhaps the airlines' most successful marketing tool. Major airlines entering into code-sharing agreements are likely to impose commensurate service requirements on the commuters, and they may assist them in the purchase of higher-quality aircraft.
