Having identified these segments, United Airlines had to decide on which ones to
concentrate. One key factor was the potential of each sector to generate not only
revenue but also profit. In some segments, such as global executives, the customer
profile was clear-cut regarding who they were and what they required so compiling a
package of services for them was comparatively straightforward. However, some
segments were less responsive to key benefits and it proved harder to identify
precisely what they were most looking for.
With global executives as the target market, the airline also developed packages for
schedule optimizers, mile accumulators, travel seekers, corporate troopers and
quality vacationers.