Webjet is introducing ‘mystery airfares’, a concept that has worked very well for hotel rooms sold through accommodation websites such as Lastminute.com.au and wotif.com. Under the concept, airlines can push mystery discount deals to consumers without revealing their identity until the booking confirmation window appears. Brands and safety records matter a lot more in aviation than accommodation so be interesting to see how it goes.
Meanwhile, Nielsen Online reveals that Qantas is the most blogged about airline – but not always for the right reasons. Nielsen’s BuzzMetrics claimed 39% of airline discussions involved Qantas, far more than any other carrier. A significant topic, however, was the airline’s declining reputation for safety with many linking it to Qantas increasingly outsourcing aircraft maintenance. Travel Trends: April 27, 2009