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The development of a Sales Channel Strategy Framework for Lufthansa German Airlines in the Portuguese Market
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This paper explores the sales channel strategy of a major European passenger airline in the
Portuguese market and gives implications to optimize the channel structure. Research was
conducted to segment the airline’s customers according to service outputs demanded of each
channel, and to further outline potential demand-side gaps and supply-side gaps within the
current channel design. Results imply that offering personalized fares that are directly linked
to the customers via the airlines corporate website, supports the satisfaction of their needs,
reduces costs for the airline and brings with it the possibility to provide them with ancillary
products.
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Airline sales channel strategy Airline distribution Lufthansa Portugal