International Air Transport Association (IATA) expects c.1% of world GDP to be spent on air transport in 2016, totaling almost $750 Billion and estimated to grow at a healthy 6.9% in 2016. The industry as a whole is 02 Introduction bracing for increased competition and pressure on margins. Today's consumer is a changed consumer. They no longer walk down the street and stand in queues to make a booking or seek customer service. It is the era of an empowered consumer who has choices and will come with a number of expectations. Since basic products and services are increasingly getting commoditized, in order to sustain, marketers can only differentiate in terms of quality of service, convenience, responsiveness and speed to market.