Enhancing………. Abasyn Journal of Social Sciences. Vol: 7 Issue: 2
marked with stiffer competitive environment in a global economic downturn, the recipe for competitive advantage passes through prudent customer-centric investments in marketing, sales and distribution channels, understanding passengers’ needs and preferences along the entire value chain of travelling—from pre-book planning to services upon arrival. Therefore, the ultimate challenge for airlines is selling the most tickets at the highest price and targeting the right consumers, leading to price discrimination where passengers pay different prices for the exact same route and service. Airlines face additional pressure to fill seats because empty seats are considered perishable goods, with the aircraft flying even when seats are still available.