FAR EASTERN UNIVERSITY

INSTITUTE OF TOURISM AND HOTEL MANAGEMENT

LEARNING ACTIVITY NO. 8: DIRECT, ONLINE, SOCIAL MEDIA AND MOBILE

MARKETING

BALDONADO, LOUISSE ANDREI NICOLE A.

STA. ANA, ERICA MAE SD.

THC1107- SECTION-1

TOURISM AND HOSPITALITY MARKETING

 1. What has been the secret to success of Air Asia in terms of marketing and serving its
customers? Limit your answers to 150-200 words. (16 points)

AirAsia since then has been named as the World’s Best Low- Cost airline for 11 straight
years since 2006 by Skytrax. The answer to the secret success of AirAsia in terms of their
marketing and serving their customers are their six marketing strategies which are very
fundamental and played a great role in their continuous success. These marketing strategies are;
Target Market and Solving A Problem, Easy-To-Understand Branding, Tagline, Direct Touch To
Consumers Via Online Marketing, Social Media Utilization, and Email Marketing (Rahim, A.,
2019).

To further understand these strategies, AirAsia fully known their capabilities in social
media platforms and how to handle target market by their brand itself, with that being said they
know what people would want when they travel in the usage of modern technologies. Their
brand is also not complex and is easy to understand along with their tagline that can attract
potential customers. Their online marketing is a game changer through easy navigation process
for the customers and they also utilize using different social media platforms to reach and serve
customers. But, as they grow their community and reach through social media, AirAsia knows
the areas when and where to always improve for their success.

2. How have they been activating their marketing strategies to ensure that they are on
top of their game as a low cost carrier? How can Air Asia further improve their
marketing strategies? Limit your answer to 150-200 words. (16 points)

AirAsia being known as a creative organization when it comes to marketing (Rahim,

2019) this strategy is all about their online marketing drive and resourcefulness that continuously
improve their performance, produces more clients and most of all their title being on the top of
the game globally.

Having demonstrated that, from the stories of Ryanair and Easyjet in their vision to
Europe that is mentioned in the reading, AirAsia decided to follow the footsteps to be the low-
cost airline. This made possible by their business model which is the “No-Frills Airline Business
Model” for the advances of the airline as they know that Asian people loves to travel and will
help them in gaining profit and competitive advantages. Another, their tagline “Everyone can
fly” simply indicates that everybody is welcome and will support the brand name known for
benchmark of the industry. Moreover, they utilize the available resources especially social media
platform by establishing a trustworthy relationship and interacting directly to their potential
customers. Moreover, social media is dynamic and has been a great tool in marketing strategies
in the tourism industry as it is the most convenient and easy way access to meet or exceed their
expectations in a satisfactory level.

To remain relevant, AirAsia should continue to embrace technological developments and

advancements in a new way of communicating effectively and disseminating information in the
travel products and services through search engines. Being available online and investing time
and creativity in digital world could help increase the sales and profits as it continuously flourish
and foster. Also, continuously encouraging the potential customers can help drive sales, lead to
the right path of the company that could create awareness and lots of opportunity for the future
travelers.

Reference/s:

Rahim, A. A. (2019, February 1). AirAsia: Their 6 marketing secrets revealed. Marketing in
Asia. https://marketinginasia.com/2019/02/01/airasia-their-6-marketing-secrets-
revealed%EF%BB%BF/