But this is an area where airport
PR can really help.
I think this is overstating things greatly.
Joe Bloggs goes on line, has a favourtite site to look at best prices. A decision is made on "top box consideration" and a booking follows.
Premier customers will have a company travel policy or agent and are more savvy in terms of frequent flier programs.
PR is incredibly difficult to quantify. Essentially a lot of the stats you see are not actual lies but as close to being useless as it gets. The moment someone starts talking about "likes" on Facebook then the immediate challenge is great, now
monetise it please? You can't put a value on the
fluffier stuff as it's not often possible to assign a cause / effect relationship to it. However there are many of my colleagues in the business who believe otherwise and great budgets are given over to Customer Service Indicators and how much people know or feel about a brand.
To which the obvious response is look at Ryanair who got incredibly far without caring. There are some good points made, but airport
PR won't much of an impact, that's the reason it usually sits with the customer airline. It's their baby to run with for good reason.