Many companies have cut travel budgets so that very few businesspeople are authorized to fly first class.Despite the shrinking pool of business-class travelers,British Airways has grown market share for its trans-Atlantic business class by offering greater comfort.Promotions to frequent fliers stress that passengers can sleep in fully reclining seats and arrive refreshed to carry out a full day's schedule.The segmentation strategy of British Airways is an example of

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The strategy of British Airways to focus on the needs and behaviors of frequent fliers and provide them with greater comfort and convenience is an example of behavioral segmentation. This segmenting strategy involves dividing customers into groups based on their past behaviors, preferences, and loyalty towards the brand. British Airways is targeting a specific group of customers who are likely to value the benefits of business class travel and are more likely to pay for the premium service.

Many Companies Have Cut Travel Budgets So That Very Few