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Preferences of Polish-Americans in Choosing a Carrier for Flights to Eastern and Central Europe

  • ID: 72208
  • Report
  • May 2004
  • Region: Central Europe, Europe, Poland, United States
  • 21 Pages
  • Global Advertising Strategies
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As more international airline carriers compete for air travel dollars spent by Polish-Americans, understanding spending habits necessitated by their ethnic background becomes more important for airlines to maintain an adequate market share in the trans-Atlantic air transit market. Cultural, economic and marketing differences of Polish-Americans shopping for airfares for travel to Eastern and Central Europe are revealed in a new survey by Global, “Preferences of Polish-Americans in Choosing a Carrier for Flights to Eastern and Central Europe (ECE)”

All airlines being equal, namely offering direct flights to ECE destinations at the same price, 50 percent of Polish-Americans would still fly LOT, fourteen - Lufthansa, and 10 percent - KLM, the survey found Absent from this data are American airlines which are a third choice for Polish-Americans who obviously are loyal to LOT while perceiving Western European airlines as a second choice of carrier. It’s noteworthy that when Polish-Americans like the airline and the hub city in Europe is convenient to locations other than Warsaw their LOT loyalties appear to evaporate rather quickly, as is the case with Polish-Americans flying Lufthansa.

Ninety seven percent of Polish-Americans have traveled to Poland at least once in their lifetime, and 44 percent make the trip at least once a year, the survey found. Unlike the majority of mainstream travelers, Polish-Americans heavily rely on the advice of their travel agents when purchasing tickets. One marketing tactic that doesn't seem to work in the Polish market is developing frequent flyer loyalties. When Polish Americans do get on board they value aircraft quality, service and food quality, airline's brand, quality of the logistics and security, in no particular order.

The study also addresses the growth in upstart airlines on the domestic Polish market; the competition they face from Western airlines; assesses brand preferences and reveals tactics that work when marketing airline services to Polish-Americans.

Three methods of data collection were used for each group:
- Phone Questionnaire
- Internet Poll
- Personal Interview.
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INTRODUCTION
- The mighty LOT
- Major trends affecting air travel of Polish Americans
- ECEA Market. Demographics
- Methodology

POLISH-AMERICAN MARKET
- Polish American market
- Frequency of air travel to ECE
- Seasonal preferences
- Reasons for flying to ECE
- Classes of flights
- Prime ECE destinations for Americans
- Airline brand awareness
- Airlines used for flights to ECE
- The most popular carriers for flights to ECE
- The least popular carriers for flights to ECE
- Rationale for rejecting airlines when flying to ECE
- Factors that play a significant role in choosing an airline for travel to ECE
- Preferences in ways of purchasing airline tickets
- Preferences in using frequent flyer miles for purchasing tickets to ECE
- Sources of information that play significant role in choosing an airline for travel to ECE
- Language preferences of passengers traveling to ECE
- Traveling activity in 2004

APPENDIX
- Sample
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Note: Product cover images may vary from those shown
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