Business Aviation
Article | January 28, 2022
A New System That Aims to Create Carbon-Neutral Aviation
Scientists have achieved an amazing breakthrough in the development of carbon-neutral fuel for the aviation industry. An aviation fuel production system that uses water, sunlight, and carbon dioxide has been put into action. Its design was published on July 20th, 2022, in the journal Joule. The dream of achieving carbon-free aviation could become a reality with this development.
“We are the first to demonstrate the entire thermochemical process chain from water and CO2 to kerosene in a fully-integrated solar tower system.” - Aldo Steinfeld, Professor, Study Corresponding Author, ETH Zurich
The aviation industry accounts for approximately 5% of the global anthropogenic emissions that contribute to global climate change. The industry heavily relies on kerosene, commonly known as jet fuel, a liquid hydrocarbon fuel derived from crude oil. There are no clean options to power commercial flights on a global scale at the moment.
Production of Synthetic Kerosene
This breakthrough, with the help of solar energy, makes it possible to produce synthetic kerosene from water and carbon dioxide instead of crude oil. The amount of CO2 emitted during kerosene combustion in a jet engine equals what is consumed during its production in the solar plant. It is what makes the fuel carbon neutral, especially if the CO2 in the air is captured and directly used as an ingredient, which could be possible in the near future.
As part of the European Union's SUN-to-LIQUID project, Steinfeld and his colleagues put forward a system that uses solar power to generate drop-in fuels—synthetic alternatives to fossil-derived fuels like kerosene and diesel. Solar-produced kerosene is consistent with the current aviation infrastructure for allocation, fuel storage, and use in jet engines. It can also combine with fossil-derived kerosene, according to Steinfeld.
High Hopes for the Future
Steinfeld and his team began scaling the construction of a solar fuel manufacturing plant at the IMDEA Energy Institute in Spain half a decade ago. The plant has 169 sun-tracking reflective panels that redirect and concentrate solar radiation into a tower-mounted solar reactor. This concentrated solar energy then powers redox reaction cycles in the reactor’s porous ceria structure, which is not absorbed but can be reused. It transforms the water and carbon dioxide into syngas, a customized mixture of hydrogen and carbon monoxide. This syngas is then injected into a gas-to-liquid converter and is finally converted into liquid hydrocarbon fuels such as kerosene and diesel. Steinfeld and his team are working on amping up the reactor’s efficiency from the current 4% to more than 15%.
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Design and Engineering
Article | January 7, 2022
NASA is known for developing and launching spacecraft that have a significant environmental impact. However, the space agency is fully on board with the net-zero movement. NASA supports the White House's Aviation Climate Action Plan. It is helping fund several aviation projects that aim to reduce the aviation industry’s damage to the environment.
NASA’s Sustainable Flight Demonstrator Program
NASA focuses on technologies for single-aisle aircraft, which are the powerhouses of many airline fleets and account for nearly half of global aviation emissions. NASA's Sustainable Flight Demonstrator (SFD) project aims to reduce carbon emissions and keep the US competitive in the design of single-aisle commercial airliners, which are in high demand.
"Since its creation, NASA has worked with industry to develop and implement innovative aeronautics technology and has shared it with the world," said NASA Administrator Bill Nelson. "Now, with this ambitious new project, we're again joining with US industry to usher in a new era of cutting-edge improvements that will make the global aviation industry cleaner, quieter, and more sustainable."
NASA Wants to Reduce the Environmental Impact of Commercial Aircraft
The program’s goal is to build, test, and fly a large-scale demonstrator. NASA hopes to find a business partner for a Funded Space Act Agreement with its Armstrong Flight Research Center in Edwards, California, by the beginning of 2023.
The agreement would draw on private-industry knowledge and experience, with an awardee developing a suggested technical plan and committing considerable cash to the project. Under this agreement, NASA would not purchase an aircraft or any other hardware for its missions. The mission of NASA is to develop new and innovative technologies and capabilities.
NASA will collect data on the ground and in the air. Agency and industry teams can use it to test the airframe configuration and related technologies.
Moving Away From Space
NASA's technologies are typically cutting-edge. However, as with many high-end items, the benefits and applications frequently filter down to the masses. NASA's specialized technology and research frequently has civil aviation applications. It's interesting to see how NASA seems to be moving away from space and going after planes that fly closer to Earth.
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Air Transport
Article | July 6, 2022
Failure is beneficial for many reasons. But important is to manage and survive the onslaught of errors. With respect to bold attempts like adopting a new strategy, making judgments about the market, bad publicity, launching new products or services, and more like these often make airline marketers discourage due to a little or huge foul.
The list also includes branding. Airline branding mistakes are often seen when businesses try either to aim to re-position in the market or create awareness among customers. If you are making branding mistakes, then remember that a combination of poor communication and ineffective brand planning causes one of the worst branding disasters!
Aviation Branding Mistakes of All-Time
Branding any airline company is challenging. When bad decisions about branding strategies happen, it costs huge to businesses. And most of the aviation businesses do it habitually. On this note, mistakes could happen in various ways. But some aviation branding mistakes shouldn’t be ignored at all. Mistakes can hurt your business hard. So, let’s highlight the common mistakes that can happen while branding for aviation and how you should avoid them.
Implementation of Rigid Strategies
Implementation of rigid branding strategies for aviation results in economic slumps
Airlines need flexible marketing strategies to control the cost of labor and acquisition in order to balance the brand image.
-Lauda, Marketing-In-Chief, Southwest Airlines
While any significant shift in airline business strategy, like the pandemic forced, usually takes two to three years to implement. Therefore, you should design branding strategies that could afford the room for adjustments. In addition, those strategies will revive your older market position. Failing to do so could lead your airline company’s image to suffer a massive loss.
So, what can you do ahead?
Implement unique branding strategies for aviation to strengthen the value of your company. For this, you need to work and pay attention constantly to existing and potential customers you deal with. By understanding their perspective, marketers will be able to bring uniqueness to strategies. Following this process will ease you to adjust and cope up with the current economic condition.
Overlooking SEO
The entire aviation industry is going digitalized, especially after the pandemic fall. SEO is one of the most significant areas of digital marketing. So, if you do not master SEO, you are lagging behind competitors in branding for aviation. Your target audience/existing audience should never find difficulty in discovering your brand. This is the only rule of conducting tested SEO practices. It is because overlooking SEO means your customers are gone.
So, here’s what to do instead.
Try to find out what keywords are becoming relevant every day. Keep a watch at what keywords your competitors include to rank their brand name. Check relevant keywords for your brand message. Also, make sure about the trending keywords and how they are being searched. After you have mastered this metric, create branding strategies that are fit for your company.
A Disconnect with Audience
Failing to connect with an audience is the most significant mistake. Conducting inappropriate research on target audiences makes it hard to know how to connect with them. To understand it, you will have to think creatively and strategically simultaneously. For that, your team should create the best marketing design materials to attract a wide net of customers.
What can you do more?
While you connect with customers, an innovative perspective on your upcoming plans should be out of the box. Thinking in this way will help to reveal the gaps, problems, and undiscovered opportunities to make your brand better. Also, you will get deep insights about customers by directly reaching out through social media. You can use forums, email campaigns, loyalty programs, and other ways to connect.
If you overcome this mistake, you will be able to connect with your potential customers. To have your criteria is essential. And then, you would be surprised to know how enthused some customers will be about a glimpse into the potential future of a product or service they will gain from your company.
Becoming too Generic
Coming across too generic ideas of branding for aviation will give a bad impression on your airline company. So, what constitutes this aviation branding mistake? Let’s know here
• Depending on stock imagery
• Forgetting on your core branding elements—for example, using a generic logo
• Having a similar brand name as competitors’
• Offering a similar product/service similar as competitors’
• Usage of non-specific/non-industrial terms in marketing materials
These points mean that the more generic your brand will showcase, the less unique you appear to the audience. A generic brand reflects being unprofessional, slapdash, or uninteresting. It’s clear—who would want to buy products or services from.
What should you do instead?
If you can offer a better or different picture of your airline brand, do it, even if you have to raise your budget. Connect a great designer and take full advantage of their experience.
Your designer can help with much more than the standards of the branding work. Do some market research for brand promotion/positioning strategies to understand deeper. By doing so, you can leverage the complete value expertise and implement it in your branding techniques.
Branding is One-time Action
The action of branding in one time only is an old-school industry policy of aviation. Today is the era of digitalization, where still many existing aviation companies are practicing this approach. If your company falls in this category, then hold on and restrict it now. This is the time when your airline company needs a tangible branding suite, humanization approach. It should also include the defined message, value, logo, and other elements. However, the work doesn’t stop with these elements. The fact is, branding is an endless process.
So, what do you need to do?
You need to work diligently by keeping a very sharp razor focus on every effort associated with the branding process. So that you can continue to carve your company’s position in the market and stand out. Also, this will help your company stand out in customers’ minds. And hence, this will automatically strengthen your brand.
Putting Branding Responsibilities on One Department
Branding efforts are not only reserved for the marketing department. Instead, it should involve efforts along across departmental actions as well.
There could be multi-departmental knowledge that could save you from poor branding. Might your marketing team’s efforts like the design or PR do not necessarily work perfectly. It's also possible that they ideate a similar design repeatedly. And you may be unknowingly making significant aviation branding mistakes. Those mistakes must have damaged the credibility of the strategies and the motive. A lot of companies work for branding only with the marketing team. That is why they lack in many other parts of branding. If you have a similar working process in your company, you need to think again!
So, how to go ahead?
To create an effective aviation branding, involve the sales, customer service, IT, networking, data analyst department on board. By collaborating with them, you can initiate many efforts to create purposeful solutions for audiences. Even the representatives of each department can involve and create target-proof branding strategies for aviation.
Devaluing the importance of social media
Devaluing the power of social media has been one of the most common and costly aviation branding mistakes businesses are making. From being active on it to acting on the audience’s activities has a lot of differences in-between. Many companies listen, but they don’t hear. The problem is they don’t show to their audiences. And thus, results in disconnection among audiences.
So, what can you do instead?
In the current time, the travel market is now more fragmented with the continuous shifting behavior of travelers. In this case, social media’s role is becoming significant. It’s one platform where you can obtain feedback by creating polls, communicating, and engaging with marketing tricks. It's a free and paid platform. You have every reason to take advantage of it to showcase your company and brand message to a wide net of audiences. Doing it regularly—keeping your content relevant and updated- will make your brand image evergreen.
Save your Airline Company with Branding Bloopers
Now you must have gained some insights on how to avoid branding mistakes. So, it's time to bid farewell to branding mistakes. Remember that consumers, context, and quality design should be at the forefront of your mind when you begin with branding planning. It’s crucial to hone on the right branding strategy because it’s an important way to position your aviation company in the market.
The airline business is the biggest team sport in the world. When you are all consumed with fighting among yourselves, your opponents can run over you every day.
– By Gordon Bethune Former CEO of Continental Airlines
Frequently Asked Questions
What are the other airline branding mistakes businesses usually make?
Mistakes happen every day in airline businesses. But some common mistakes can cost a huge to a business. Here are some more airline mistakes:
• Aviation businesses tend to implement competitors’ tactics that become entirely different from their original business structure or current and future plans of action.
• Businesses do not think of investing in an aviation advertising agency.
• Usually forgets the purpose behind the brand creation.
• Create fake brand values
What should airline businesses avoid in brand planning?
While creating a brand, the airline businesses should avoid the following things:
• Underestimating your customers
• Untracking your marketing efforts
• Unwilling to invest
• Broad targeting
• Lack of USP
• Lack of research
What do airline customers want from airline businesses?
Airline customers are broad. They look for a wide array of services and products. So, your customer will always want some basic yet valuable things like committed customer service and satisfaction, easy approachability, content to understand solutions, and easy ways to invest.
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Business Aviation
Article | December 16, 2021
While countries continue to implement new Omicron-related restrictions in response to the rising number of cases globally, a majority of these are in the form of enhanced COVID testing requirements – not travel bans. As a result, travel demand for popular peak-season destinations has remained strong, and over the past few days we’ve seen a BIG INFLUX in bookings as news trickles out that Omicron may be a less severe variant.
If this continues, we expect to see another prolonged booking surge, so plan accordingly and get your requests in ASAP for best options – especially parking and hotels. While the new U.S. 24-hr testing requirement for return travel is tight, it’s not a big deal if you are prepared with an approved at-home testing kit (like Abbott BinaxNow, Qured, Ellume, etc.). Alternatively, our Trip Support Teams can help you identify testing providers abroad.
Looking ahead to your missions in 2022, you may want to consider On-Aircraft COVID Testing for your N-registered aircraft. It’ll make international COVID testing MUCH easier on you and your passengers when at-home testing kits aren’t an option.
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