28 March 2018

Ultra-long-haul flights of the world

My longest flight was about 13 hours, from Istanbul to Sao Paolo on a Turkish Airlines A340. It was not an easy one. You have roughly 10 hours free time when you exclude meal services. If you are not lucky enough to fly in a premium cabin,  flying in the economy can be a painful experience. After the first meal service, a movie and a book, I slept for a while and when I woke up, I realized that I have another 7 hours to arrive. Since that journey, I promised myself to save my miles for long-haul upgrades.

Ultra Long Haul Era

This week, Qantas, the Australian carrier, launched a 14.500km direct route from Perth to London. This is the first direct air link between Australia and Europe and it took 17 hours.

The Economist has recently published a 'daily chart' covering this hot topic. Here is the list of 10 ULR flights of the world and their approximate routes. All these flights are 15+ hours. There are already some studies going on about the healthiness of these flights and possible effects on human body. Imagine yourself in an economy cabin for a looong time... will you able to make it?

Click here to read the original 'daily chart' of The Economist based on OAG data.
Start saving either your miles or money to have a pleasant ULR flight!


27 February 2018

Lufthansa - A step back in rebranding

Lufthansa to revise “new” livery after only three weeks according to the news on aviation websites

This is quite unusual for a German company and it looks like the debate is going on inside the airline HDQ in Frankfurt.

I think that this rebranding is not a successful one. I read and watched everything on LH's dedicated site for this rebrand; Explore the New. Have a look >>>

Still not convinced!

Removing the famous LH Yellow from the logo (and tail), and decrease its use to as low as %10 (just a small yellow area next to the front door) was not the best decision. Dark blue colour and its shape on livery was another problem, which LH is tackling now.

I support rebrandings in principal as someone who has rebranded an airline 10 years ago. However, I know that this has to be done very carefully, especially if you are a global brand. Sometimes a brand refresh is better than a complete rebranding.

There are good examples though. Etihad did a fantastic job several years ago. This one was more complicated as two languages were involved and local cultural sensitivities were higher.

Let's give LH some time and space. I believe that they will consider all feedback and may tweak it again for a better solution.

15 December 2017

“Emerging High Value Customers” or eHVCs

At Delta Air Lines, marketing executives have a phrase to describe customers and potential customers younger than 35 — and it’s not “millennial traveler.” They prefer to call them “Emerging High Value Customers” or eHVCs. Click here to read the article on Skift.com.

I believe that defining a new segment among millennials is important as different parts of the travel and hospitality industries have a more or less same approach to millennials. However, this group of people may trigger changes and development of new products and services based on better segmentation and understanding their needs.

Not all millennials want to fly low-cost, rent a room through Airbnb and discover a city or country as the others.

02 November 2017

Xennials (of Turkey)

As someone born in the mid-70s, I have never identified myself as a Generation X. The main reason behind this was the situation in Turkey during the 70s and 80s. Turkey was an isolated country from the rest of the world in terms of art, music and popular culture in general, like so many other areas thanks to two coup d'etat we had.

So all those definitions about 'generations' in the US and Europe were not matching with the reality of us. I have watched MTV for the first time in the late 80s in a hotel room, where foreign channels were available, while we had only two channels in the country run by the state broadcasting company. We were simply detached from the world.

Along with that, I had my first email account in 1993 through a dial-up connection, as a result of liberalisation led by Turgut Özal, then president of Turkey. The huge gap between Turkey and the rest of the world had narrowed during the 90s and we became more integrated.

However, it was too late to become a Gen-Xer. Whether we were born in the 70s and fall under Gen-X by definition there was something wrong. So we simply skip that and focused on our new life and world of internet.

A few weeks ago, when I read the definition of Xennial I thought that it defines me rather than Gen-X. I think that that shift in the timeline made most of us a Xennial, but we were not able to name it.

What is a Xennial (of Turkey)?

It can be a micro-generation for the world, but it represents a wider group of people in Turkey. I am not the expert who is going to define it exactly but I think that we can easily stretch the years as 1970 - 1985, reduce the millennial optimism and add being apolitical. Suggestions and comments are welcomed.

Bonus for marketers:

Always bear in mind that every country has different and unique generation definitions.

Are you a Xennial?

Take the quiz of The Guardian;  https://www.theguardian.com/culture/2017/jun/27/are-you-a-xennial-take-the-quiz

10 October 2017

Consumer 2020

PSFK is a New York based business intelligence platform inspires creative professionals. It is in my bookmarks for a long time and I regularly, not frequently, check their web site for useful picks and ideas. Here is an interseting one; Consumer 2020.

According to PSFK, this report, developed in partnership with Cisco, explores, questions and discusses how brands can adapt to a new collective of empowered consumers. The democratization of technology has allowed these individuals to access creation tools typically limited to retailers and brands.

Click here to have a look at Summary Presentation and download free report.

24 March 2017

Google 'can't guarantee' ads won't appear by offensive content!

Eric Schmidt, chairman of Google's parent company, Alphabet, and the most prominent public face of the search giant; "We can't guarantee it, but we can get pretty close"

Schmidt conceded the point during an interview on Fox Business Network Thursday in response to a growing advertiser boycott against the company. More than 250 brands have pulled ads after reports that they were appearing near YouTube videos from terrorists, Nazis, and other hate-mongers.

I believe that this boycott and response of Google, along with other platforms will define the future of online advertisement. Have a look at Mashable to read the full article by Patrick Kulp.

17 January 2017

Limited Edition SELECTION VINTAGE 2014

No, it is not wine, it is coffee!

Nespresso has launched a new Limited Edition coffee called Selection Vintage 2014. It is not just another limited edition like Tanim de Chiapas - Mexico or Cafezinho - Brazil. It is not exotic or has a colourful capsule like others. It is all about the story behind it. Have a look at below video;

Nespresso Brand

OK, I am a Nespresso customer and I like both the product and brand. I even upcycle used capsules of mine and my friends to make decorative items; Capsules and Light. Categorically it falls under capsule art, another developing thing among fans, which is also under the radar of Nespresso. Check the website of Second Life Project by Nespresso or just google it.

Check out their Ecolaboration Program. A comprehensive one covering sustainability, social and environmental impacts of the business while improving the lives of coffee farmers and their communities. They do whatever has to be done.

I believe that Nespresso is a very successful brand which has created its own segment and loyal customers. An upscale coffee brand with chique boutiques, quality products, great marketing communication and, of course, ads with George Clooney who is its face since the brand launched. What else?

Treat it like wine - Complex taste with elegant woodiness

It looks like Nespresso brings a new dimension to the world of coffee by launching Selection Vintage 2014. They treat coffee as wine and market it accordingly. I have not tasted it yet but the point is how you position it, not the taste or price, at least for now. This has a big potential and I wonder how it is going to develop.

Good luck Nespresso!