TECH TRENDS

2024 was a challenging year for the aviation industry , with reputational risks soaring as global passenger volumes exceed pre-pandemic levels . Airlines face a host of pressures , including safety concerns , regulatory scrutiny , strikes , rising operational costs and disruptive weather . Orla Graham , Insights Consultant at CARMA , explores how airlines can leverage data to stay ahead of reputational crises .

Thanks to online and social media , incidents can go viral in hours . Videos of poor in-flight and airport experiences can receive millions of likes and comments in a matter of hours , and before an airline knows it , the story is in the morning newspaper .

Airline experiences have become more than just going from point A to point B . Recent analysis from CARMA suggests that financial results , flight experiences and airline rankings are important considerations when consumers pick an airline . The risks are higher than ever , and simply using siloed data analysis isn ’ t enough . Airlines must adopt a unified approach , integrating insights from news media , social media and audience research to form strategic responses that minimise reputational fallout .

Reputational risks in the digital age

Airlines have been under the global microscope over the past 12 months . From the IT outage over the summer to strikes in France grounding flights and flooding in Dubai – the industry ’ s reputation has been tested . Not only that , but a turbulence incident on a Singapore Airlines flight , staff shortages at Cathay Pacific , along with several issues at Boeing , all highlight the complexity of managing corporate reputations in the modern world .

Airlines are under pressure to get to grips with the latest technology , operational challenges and congestion . Social media has fundamentally transformed how information , both positive and negative , spreads . Travel is an emotional experience , and when things go wrong , people are quick to share their grievances on social media . This speed of communication makes it harder for airlines to control narratives , but also presents a unique opportunity for real-time monitoring and swift responses .

Handling issues can have a lasting impact on customer retention and engagement . Incidents like turbulence on board a Singapore Airlines flight demonstrate that it is possible to have positive and neutral coverage from such crises . The airline was not blamed and Singapore Airlines ’ responses were praised . Cathay Pacific did not see the same generosity with its cancellations and disruptions due to staff shortages because it was perceived as poor planning and underinvestment in staff .

What matters to airline passengers

So , what do passengers care about ? According to recent analysis , products and services were the

14 www . intelligentcxo . com