Top of Mind Thursday November 19, 2020: Flying High

Top of Mind Thursday





It’s been a horrible year for the travel industry–and airlines in particular. The number of passengers carried this year vs. last year may be off by as much as 65%.

Leverage2Market LogoIn this kind of environment, it’s expected that airlines will retrench–cut flights, retire aircraft, furlough (or fire) employees. And that’s what most of the world’s largest airlines are doing.

But not Southwest. Instead of following the rest of the industry, Southwest is using this time to expand–adding new cities to its network this year and looking to add even more in 2021.

Why? Because they realize that this too will pass. Eventually, the pandemic will be controlled and there will be demand for air travel again. They also realize the actions of other airlines give Southwest a unique opportunity.

The airline’s chief commercial officer says while it may sound risky to open up new routes in the middle of a crisis like this, the alternative is worse: “You could wait til Covid is over. But that’s far too long.”

The airline industry may be experiencing severe turbulence right now, but when the skies clear, Southwest will be ready.

Are you making the kind of moves now that will prepare your for future success? Or are you stuck at the gate waiting for better flying conditions?

Contact me to find out how you can get heard above the noise–even in a crisis situation.

Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.

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