Airlines Rethink Holiday Travel Strategy After This Summer's Hard Lessons

Following setbacks, the industry hones a positive outlook for the busy season


The travel industry spent much of 2022 selling passengers on its comeback. Now after a summer of staff shortages, delays and cancellations, airlines are trying to redirect passenger expectations in time for holiday travel.

The outlook seemed far more promising earlier this year. Booking.com, Expedia, Turkish Airlines and Vrbo all bought Super Bowl ads, while the Department of Transportation’s Bureau of Transportation Statistics (BTS) saw air passenger numbers increase 80% through June.

But that comeback stumbled as inclement weather, a staff and pilot shortage, and the continued effects of Covid-19 on those depleted ranks contributed heavily to a logistical nightmare.

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This story first appeared in the Nov. 21, 2022, issue of Adweek magazine. Click here to subscribe.