Bei Jing Shang Bao·2025-08-28 11:48Core Viewpoint - The aviation market is experiencing a surge in travel demand from students as the school season approaches, prompting airlines to introduce targeted discounts and services to attract this demographic [1][6]. Group 1: Student Discounts and Services - Major airlines such as Air China, Eastern Airlines, and Southern Airlines have launched student travel discounts, focusing on benefits like loyalty cards, coupons, and additional baggage allowances [3][4]. - Air China offers a "2025 Student Zone" with benefits including 20kg extra baggage, discounts on tickets, and free seat selection for new students [3]. - Eastern Airlines has upgraded its "Back to School" services, providing direct ticket discounts, free baggage allowances, and surprise gift boxes for students [3][7]. - Southern Airlines has introduced a "Student Travel" product allowing unlimited purchases of discounted domestic economy class tickets for verified students [4]. Group 2: Market Dynamics and Revenue Strategies - The peak travel period for students occurs from late August to early September, coinciding with a transition from peak to off-peak travel seasons, making student discounts a strategy for airlines to boost revenue [6]. - Data shows a decline in passenger turnover for airlines in September compared to the summer peak, with Air China down 15.9% and Southern Airlines down 13.72% [6]. - Airlines are targeting price-sensitive student travelers, who often compare prices across multiple platforms, to increase passenger numbers and improve load factors [6][8]. Group 3: Long-term Consumer Potential - Airlines view the student demographic not only as a short-term revenue source but also as a long-term consumer base, anticipating that students will continue to travel for business and leisure after graduation [9]. - Establishing brand loyalty and enhancing service experiences for students can help airlines expand their frequent flyer programs and overall customer base [9]. Group 4: Emerging Trends in Youth Travel - The proportion of young travelers is increasing, with the 18-25 age group making up 11.3% of air travelers in 2024, reflecting a growing market potential for the "first-time flyer" segment [11]. - Reports indicate a trend of younger travelers in emerging cities, with significant travel participation from 18-19 year-olds in cities like Qingdao and Chongqing [11]. - The Civil Aviation Administration has been promoting "first-time flyer services" to tap into this market potential and enhance the overall travel experience for new travelers [11]. Group 5: Marketing Strategies and Challenges - Current marketing strategies for student discounts primarily focus on price reductions, which may lead to increased competition and price wars within the aviation industry [12]. - Airlines are encouraged to innovate their marketing approaches to better align with the preferences of younger travelers and unlock future growth potential in the student segment [12].