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.”

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