article: airlines and the use of language to build brands

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Can you match the slogan to the correct airline? Visit > APEX.AERO/SLOGAN to check your answers. Language and tone are powerful tools: Taglines and buzzwords can DWWUDFW TXDOLW\ VWDŎ DQG FRQYHUW SRWHQWLDO FXVWRPHUV LQWR VDOHV EXW D EUDQGöV ODQJXDJH LV PRUH WKDQ ZKDW LV ZULWWHQ RQ LWV ZHEVLWH by Jenn Wint If it matters to you, it matters to us Airline Passenger Experience Association apex experience 55 volume 5, edition 3 Follow us @theAPEXassoc Language

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Page 1: Article: Airlines and The Use of Language to Build Brands

Can you match the slogan to the correct airline? Visit > APEX.AERO/SLOGAN to check your answers.

Language and tone are powerful tools: Taglines and buzzwords can DWWUDFW�TXDOLW\�VWDŎ�DQG�FRQYHUW�SRWHQWLDO�FXVWRPHUV�LQWR�VDOHV��EXW�D�

EUDQGöV�ODQJXDJH�LV�PRUH�WKDQ�ZKDW�LV�ZULWWHQ�RQ�LWV�ZHEVLWH�

by Jenn Wint

If it matters to you, it matters to us

Airline Passenger Experience Association

apex experience

55 volume 5, edition 3

Follow us @theAPEXassoc Language

Page 2: Article: Airlines and The Use of Language to Build Brands

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“I am a big believer in the power of language to change the world. The way we communicate, whether verbally, digitally or physically, has a massive effect on how we work, live and learn.”Richard Branson

56 volume 5, edition 3 Airline Passenger Experience Association

apex experience Visit us at apex.aeroLanguage

Page 3: Article: Airlines and The Use of Language to Build Brands

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Traditionally, airlines have been formal in their customer communications, but airline marketing has evolved to LQFOXGH�GLŎHUHQW�PRGHV�RI�GHFRUXP�to appropriately meet customer expectations in various settings. It’s essential for brands to establish a rapport with their customers, making them feel welcome by making personal connections. In premium classes, cabin crew may still address passengers as Mr., Mrs. and Ms., but many passengers QRZ�SUHIHU�D�ŏUVW�QDPH�EDVLV��2QH�RI�WKH�challenges the airline industry faces is the ongoing focus on safety and security. This is where formal communications are often still required. Sharing routine but important information in an engaging and genuine way is a recent trend. Airlines are striving to make airline experiences enjoyable by wearing their culture on their sleeve and including passengers. Tone and language, indicating transparency and shared culture, are the choices for both younger carriers and legacy carriers looking to refresh and keep up with passengers expecting SHUVRQDOL]HG��WRS�TXDOLW\�VHUYLFH�

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Getting Personal

The Language of Business,Q�2FWREHU�������9LUJLQ�DQG�<RX*RY�SROOHG�������\RXQJ�SHRSOH�EHWZHHQ�WKH�DJHV�RI����DQG����RQ�ZKDW�ODQJXDJH�WKH\�SUHIHU�DVVRFLDWLQJ�ZLWK�FRPSDQLHV�

7KH�WRS�WKUHH�ZRUGV�FKRVHQ�WR�GHVFULEH�an ideal business culture were:

Innovation

Creative

Fun

58%

57%

55%

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Fair to employees

Responsible

Inspiring change

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58%

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Airline Passenger Experience Association

apex experience

57 volume 5, edition 3

Follow us @theAPEXassoc Language