Short haul business travel in the European Union: a segmentation profile

Business travellers tend to be charged a premium for the air services they consume due to the nature of demand, and therefore represent a potentially high source of revenue to airlines. Airlines are keen to secure and maintain executive travel business. The research investigates the short haul business air travel market in Europe, using a conceptual benefit segmentation model that addresses the industrial nature of the market. Three distinct market segments are identified; the schedule driven segment, the corporate cog segment, and the informed budgeter segment. A profile of these market groupings is given and implications for marketing strategy discussed.