Lufthansa's Empathic Marketing Doesn't Focus on Conversions

The premium German airline has 'recalibrated' its strategy

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PALM SPRINGS, Calif.—Much of the marketing and advertising in the travel industry is aspirational: feet in the sand, chilled daiquiris and nary a worry.

At least, that’s the idea—but in the real world, even before customers arrive on a beach, one lost suitcase can derail an entire trip. It’s stories like that which made Alexander Schlaubitz, Lufthansa’s vice president of marketing, recalibrate his team’s approach.

“It’s one of the most complex businesses I’ve ever been in,” Schlaubitz said of the aviation industry at Adweek’s annual Brandweek summit.

“We transport 300,000 people a day,” he added.



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