Imagine a niche where global giants such as Kayak and Expedia reign supreme, and users expect impeccable service. This is the reality our client entered — a new player in the business and first-class airline ticket market.

The company approached Solve Marketing at a stage when the product was still in development. Their ambition was clear: to become the #1 service for American audiences looking for premium flights to Europe and Asia with discounts of up to 40%.

The main challenge was that:

  • The market is extremely competitive: the first pages of Google are occupied by players with global advertising budgets.
  • The audience is demanding: they are businesspeople and wealthy travelers aged 40–70 who do not tolerate poor experiences.
  • The product did not yet have a digital infrastructure: the website was under development, social media accounts had not been launched, and lead generation tools were lacking.

And this is where it gets interesting. On the one hand, we had a “blank slate” to build a systematic marketing strategy from scratch. On the other hand, we had high goals:

  • 1,000 leads per month;
  • conversion rate of at least 10%;
  • scale up threefold in six months;
  • Repeat sales as the key to customer loyalty.

A comprehensive strategy is needed that combines analytics, positioning, SEO, content, social media, and reputation management. And it was precisely this task that became the starting point for our collaboration.

How long did it take to develop the strategy? 260 hours, 6 working weeks
What is the composition of the marketing strategy development team? Head of Marketing Team, Head of PM Team, Head of Content Team, 2 operational marketers, SMM marketer, Head of PPC Department, PPC Facebook.
How were the results of the work used? Independent implementation by the team on the client’s side.

We have signed a non-disclosure agreement (NDA), so the client will remain anonymous in this case. 

Introduction 

The air travel market experienced significant fluctuations after the pandemic: demand for business trips fell due to the development of video conferencing, while the need for comfort during travel increased. It was on this balance that the success of the new service had to be built. Our task was to:

  • gain a deep understanding of the behavior and motivation of the target audience (American business and leisure travelers aged 40–70 who fly to Europe and India);
  • develop a comprehensive marketing plan that covers digital strategy, lead generation, content, SEO, social media, and reputation marketing;
  • form unique positioning among competitors, where price, service, and trust work in the same direction.

Our task is to go beyond copying competitors and build a strategic foundation that will enable us not only to compete on price but also to build long-term loyalty and trust in the brand.

Product

Our client is a service for those who are accustomed to flying business and first class but want to do so wisely. The service offers discounts of up to 40% on business and first class for travelers from the US flying to Europe or India. It’s not about low-cost, but about smart choices: comfort, space, and a premium experience, but at a significantly lower price.

The main target audience is American businesspeople and leisure travelers aged 40–70, for whom travel is either a work necessity or a way to relax in comfort. At the same time, during our research, we identified another promising segment: travelers aged 25–34 who value comfort and are willing to pay for it, especially if they are traveling alone.

Advantages:

  • Financial benefit: savings of up to 40% compared to booking directly with the airline.
  • Human touch: Unlike impersonal online booking forms, customers can chat directly with an agent and get answers to all their questions.
  • 24/7 support: the customer is accompanied from the moment of booking until the end of the trip.
  • Focus on a premium experience: a favorable price does not compromise quality — passengers receive the same comfort and additional services.

Insight: In the premium travel segment, discounts alone are not enough. Customers at this level expect not only the best price, but also emotional comfort and a sense of trust. 

To develop a strategy, we started with a comprehensive marketing analysis: from search engine results and competitors’ websites to social media, lead generation tools, and market trends.

Website and basic architecture

At the start of the project, we encountered a classic situation: our own website was under development, so it was impossible to analyze the user experience directly. But this gave us an advantage — we could immediately include in our recommendations not “patching holes,” but creating a systemic digital product that could outperform competitors.

Website (as of the time of the study)

No final structure or content → it is important to incorporate innovative tools right away: mobile app, chatbots, integration with CRM.

The website should become not just a “ticket showcase,” but a valuable platform that builds trust and conversion from the very first contact. 

Key blocks that should be on the website for better SEO and UX results:

  • search and selection of direction;
  • prices and special offers;
  • blog with tips and news;
  • block for corporate clients;
  • FAQ, reviews, accreditation;
  • additional services (bonuses, affiliate programs).

👉 If you are also entering a competitive market and want to immediately take a strong position, come to Solve Marketing for a free consultation to discuss your project. 

Competitor analysis

Our analysis showed that most competitors operate according to the same scenario: similar website structures, identical user interaction mechanisms, standard blocks with promotions and FAQs.

  • Market leaders (Skyluxtravel, Business-class.com, Arangrant, Travelbusinessclass) receive a significant share of traffic thanks to partner platforms (Skyscanner, Momondo, Kayak).
  • The main channel for leads is Google Ads (12–15% of traffic), while SEO and the blog serve as additional sources (20–30% of organic traffic, provided they are used systematically).
  • Some players actively use referral programs, which bring them from 11% to 52% of traffic.
  • The target audience of our competitors is younger than we expected: the most active website visitors are aged 25–34 (25–27%), followed by the 35–44 age group (19–22%). People aged 54+ account for only a small proportion.

We suggest shifting the initial focus to studying the customers’ pain points of our competitors and addressing those needs that remain unmet. 

For example:

  • There are often complaints about the lack of adequate compensation in the event of flight disruptions. If our client can offer a well-thought-out compensation system or bonus guarantees, this will be a significant factor in the choice. 
  • It is also crucial to provide customers with more communication channels, from chatbots to personal managers. This is not only convenient but also creates a sense of care.

Insight: In the premium segment, customers don’t buy a ticket; they buy status, a feeling of security, and confidence. Therefore, communication should show that here you are not just saving money, but getting a service that takes responsibility for your trip. This is a competitive advantage that most players do not have.

Market analysis and trends 

The aviation market is a litmus test for global change. The 2019 pandemic caused a sharp decline in demand for travel in all classes, and business and first class were no exception. At that time, skepticism arose: video conferencing would permanently reduce the need for business travel, and companies would cut corporate budgets. But by mid-2021, we saw the opposite picture — a return to stable growth and demand for premium travel.

Key trends:

  • Growing demand for comfort. Passengers are increasingly choosing business/first class not only for status, but also for practical reasons: more space, safety, and the ability to work or relax while traveling.
  • Price sensitivity. The drop in ticket prices in the premium segment has made it more accessible to a new group of travelers.
  • New demographics. In addition to the traditional audience aged 40–70, the segment of 25–34-year-olds is growing — young professionals and solo travelers for whom business class is becoming an affordable choice to confirm their status. 

Social media analysis

At the time of analysis, the project also did not have its own social media accounts, which, as with the website, opened up a blank slate for a well-thought-out and systematic strategy from scratch.

None of the key players make social networks their primary sales channel. Their focus is on search advertising and affiliate platforms.

At the same time, social networks are used as a support channel for trust and communication:

  • Facebook — for older audiences and corporate clients;
  • LinkedIn — for business travelers and B2B;
  • Instagram — for younger audiences (25–34), visual stories, and emotions;
  • Twitter — more like a news and announcements channel.

In addition to analyzing competitors, we have developed recommendations and a basic content plan, which makes it possible to systematically launch SMM without chaos and random posts.

We took into account in the content plan: 

Platforms: Main focus on Facebook and LinkedIn as the most relevant for older and business audiences. Additionally, Instagram for the younger segment if the company wants to expand its reach in the future.

Format: infrequent posts for the sake of activity and strategic posts that convey trust, expertise, and offers. 

Content logic: adapting the blog to the social media format (short blocks, visuals, CTA).

In the premium segment of social media, it’s not about frequency, but about the quality and tone of content. Each post should work as a separate touchpoint with the customer: building trust, confirming expertise, and subtly promoting services. 

Insight: Cross-posting reduces effectiveness because each social network has a different audience and content perception format. A single idea must be adapted to the context of the platform — from professional language on LinkedIn to visual emotion on Instagram. This approach transforms SMM into a strategic tool.

Lead generation analysis and basic strategy

We studied the experience of our main competitors in detail. This allowed us to form a picture of which channels really work in this niche and which of them can quickly bring results for a startup.

What the analysis showed

  1. Google Ads (search advertising) is an important channel for attracting visitors, bringing in 12 to 15% of traffic to competitors’ websites.
  2. Banner advertising (Display Network) — works as a supporting tool, generating 3–7% of visits.
  3. Targeted advertising on Facebook and Instagram — actively used to attract new leads and for remarketing.
  4. Referral traffic accounts for a significant share (from 11% to 52%), which demonstrates the importance of affiliate programs and presence on aggregators (Skyscanner, Momondo, Kayak).

Lead generation strategy

Based on our analysis of competitors and the market, we have developed a basic lead generation strategy that takes into account both quick tactical steps and long-term approaches.

The lead generation strategy is designed to ensure maximum effectiveness right from the start. 

What the strategy covers

  • Google Ads (Search + Display): launch with the highest quality account settings and increased CPC in the first month to get up to 80% of impressions at the top of search results.
  • Display remarketing: focus on creativity and recognition.
  • Facebook and Instagram Ads: combined campaigns targeting a broad audience (brand reach) and a narrow audience (demographics, interests: leisure, business trips). The final stage is retargeting for those who visited the site but did not leave a request.
  • Account structure: separate campaigns by direction, clear control of daily budgets, and margins for each segment.

Insight: A balance is needed between quick results (paid traffic) and long-term effectiveness (partner integrations, organic traffic). This allows you to get a stable flow of leads from the first months and, in the long run, reduce their cost through optimization and organic growth.

Strategy 

After conducting a comprehensive analysis of the market, competitors, trends, audience, and channels, we developed a strategy for launching and developing the product. Its goal is to ensure a quick start and lay a systematic foundation for growth in the premium air travel segment.

  1. Positioning and rebuilding from competitors

When we joined the project, the first thing that became apparent was that the market was saturated with identical promises. Everyone was discussing discounts on business class, comfortable travel, and round-the-clock support. All market players operate according to similar schemes: identical websites, promotions, and mechanics. As a result, customers focus solely on price. In this case, it is possible to stand out through service, trust, and personalization:

  • compensation guarantees in case of flight problems;
  • various communication channels (chatbots, personal managers);
  • Focus on the feeling of care, not just the price.
  1. Analytics and performance monitoring

We have formulated a detailed task for developing end-to-end analytics, which includes: 

  • Google Analytics — for tracking traffic;
  • Call tracking — for call monitoring;
  • CRM — for repeat sales and segmentation;
  • Facebook Pixel — for remarketing.
  • Dashboards — for data visualization and quick access to the information you need.  

This will allow you to see the customer’s journey from the first click to repeat purchases and quickly optimize your marketing.

3. Content strategy

Content — brings the entire system together into a single whole: 

  • Website: blog, FAQ, airline reviews, and content for business audiences.
  • Social media: Adapted content from the blog into short posts (Facebook, LinkedIn, Instagram).
  • Email marketing: trigger, situational, and reactivation chains.
  • PR and external resources: articles and partner publications.

4. SEO and organic search

Organic traffic from search engines can generate 20–30% of traffic. We incorporated internal website optimization at the development stage, as well as a plan for developing the blog and external links. This will gradually reduce our dependence on paid advertising. 

5. Reputation and recommendations

Trust is key in the premium segment. We offered:

  • collecting reviews on Trustpilot, Google, Facebook;
  • bonuses for reviews and loyalty program;
  • referral system (e.g., $100 for a promo code for a friend);
  • activity on forums (Flyertalk, TripAdvisor);
  • partnership agreements with airlines for logo placement.

Next steps: 

  1. Finalize the website, taking into account SEO and the blog.
  2. Launch Google Ads with high CPC bids in the first month to reach the top.
  3. Start Display remarketing with strong creatives.
  4. Launch Facebook and Instagram Ads (broad + narrow audience, retargeting).
  5. Build a CRM and analytics system (Google Analytics + telephony + Facebook Pixel).
  6. Fill social media with content in accordance with the Solve Marketing plan.
  7. Create a feedback system + launch a referral program.

The client received a comprehensive growth system, where each channel works at its own stage of the funnel: advertising gives quick results, SEO and content reduce the cost of leads in the long run, and reputation and customer loyalty form a long-term competitive advantage.

The key to this case

This case study has once again confirmed that even in niches with fierce competition and high budgets of global players (Kayak, Expedia), it is possible to develop a strategy that allows a new brand to establish its position. 

🔑 The key is a comprehensive approach and the use of various tools: from analytics and positioning to SEO, SMM, PPC, and reputation management.

We operate as a remote marketing department.

for companies in various niches — from SaaS and EdTech to eCommerce, B2B services, and medical projects. And in recent years, we have developed over 100 marketing strategies in 35+ niches.

Our clients come to us with requests for “marketing strategy development“ with different business goals:

  • launching a startup and finding your audience;
  • scaling mature businesses;
  • entering new markets;
  • launch of a new product;
  • etc.

We do not work according to templates. Each strategy is created for specific conditions: stage of development, resources, market, and ambitions.

If you understand that your business needs a systematic marketing strategy that will ensure not only sales today, but also stable growth tomorrow, we invite you to learn more about us.

👉 Sign up for a free consultation from Solve Marketing, and we will show you how to build a comprehensive growth system for your company that works in your niche.