Lufthansa targets revenue stream in incentive market

Lufthansa is finalising plans to widen its share of the business travel market by focusing on the C&I sector. The German carrier, which made its debut at Confex last month, is in talks with corporate travel and event management agencies to push a series of new offerings for corporate businesses. They include a private jet service that can be hired with 24 hours notice in Europe, and a group-booking package that can fly delegates from around the world to a single point. “As well as capacity and network, we already have the right reputation among business travellers,” said Lufthansa’s business development manager Matilda Goes. “It made sense for us to become involved in this sector.” Goes is spearheading the project after a study she conducted for Lufthansa last year identified untapped revenue streams in C&I. “We knew that it was a growing business, yet we weren’t seeing that materialise in our reports,” she said. “The question was why and what we could do to change that.” Lufthansa has produced a business development strategy that aims to build partnerships with corporates and their agencies. This included a direct-marketing campaign earlier this year, and ads that ran in the trade press. The carrier will also exhibit at the key event industry trade fairs. “Our objective is to establish contact with event management companies that are not already account-managed by us,” said Goes. As well as Confex, the airline will showcase its offering at Imex and RSVP. A series of education trips are also in the pipeline for later this year. Goes attributes the growth in the C&I market to increased business confidence and the sector’s unique reward attributes. “Companies are seeing the benefits of events and incentives in a different way than before,” she said. “It gives a return on investment and motivates staff in ways that monetary benefits cannot.”

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in

Venues #LightItInRed to show support for events industry

Venues #LightItInRed to show support for events industry

Campaign to draw attention to struggling events businesses and employees lights iconic buildings red.

Dear C&IT: Graphs and data are useful but they can’t measure feelings

Dear C&IT: Graphs and data are useful but they can’t measure feelings

Metrics are great but don't forget to create a memorable experience, says Phil Staines from FIRST.

LIVE UPDATES: Kenya begins phased reopening after lockdown

LIVE UPDATES: Kenya begins phased reopening after lockdown

Find out which countries are on partial or national lockdown, what travel restrictions are in place and what size gatherings are allowed.

'We place a huge emphasis on talent development'

'We place a huge emphasis on talent development'

A-List 2020: Michael Gietzen is group managing director at Identity.

How automotive events are changing gear

How automotive events are changing gear

Car manufacturers are more savvy with event budgets and they want to reach more diverse audiences.

Entering a new world of data-driven events

Entering a new world of data-driven events

The current shift to digital has created huge amounts of data we can learn from, says Marble LDN's Rachel Butler.

5 ways technology can help hotels reopen safely

5 ways technology can help hotels reopen safely

New innovations will help hotels solve the challenges of coronavirus so that guests can return, says Louisa Watson of Wyboston Lakes Resort.

Dear C&IT: Diversity should be part of the process right from the start

Dear C&IT: Diversity should be part of the process right from the start

Event planners need to challenge the diversity of their internal teams and their clients, says WRG Live's Steve Porter

'Attention to detail is key'

'Attention to detail is key'

A-List 2020: Stephanie Aviss is an account manager at Top Banana

What does the future hold for incentive travel?

What does the future hold for incentive travel?

C&IT speaks to Black Tomato's David Heron to find out why he's feeling cautiously optimistic.