A survey of business aviation professionals by international communications agency Citigate Dewe Rogerson has revealed that just one in three believes the sector has a positive image, with 64% describing it as either ‘negative’ or ‘neutral’.
The findings from the study are published in new report The Growing Importance of Branding in Business Aviation, which also revealed that just 9% of business aviation professionals believe the industry is ‘very effective’ at communicating its many benefits, such as its contribution to economic growth and its creation of jobs.
“The growth of social media, the digital revolution taking place in the business aviation sector and the huge opportunities presented by the growing number of people using business aircraft for the first time means brand has never been more important,” said Phil Anderson, executive director, Citigate Dewe Rogerson.
“However, our findings show that many people working in the sector feel it has a negative image in the wider world and it needs to be more proactive in promoting its many benefits for economies and the wider communities.”
According to the report, two thirds felt the sector only gets media coverage when there has been a crash or scandal, while 56% of those interviewed said the recent publication of the Panama Papers had a negative impact on the industry’s image and only 13% thought the sector did a good job in defending its reputation during this period.
The report showed that 44% of business aviation professionals interviewed believe companies operating in the sector are hampered by the poor image of the industry, and only 35% think senior management at these organizations take their brands seriously enough.
“As the industry becomes more focused on the importance of brand, 78% of business aviation professionals we interviewed believe companies in the sector will invest more in their brands over the next three years – with one in five believing there will be a significant increase in the amount spent here,” said Anderson.
“This is a positive sign because if the industry and the companies working in it can improve their image, it should help fuel growth, which will benefit everyone.”