MarketingProfs

MarketingVOX: An attempt by American Airlines to better cater to female travelers online seems doomed, reports the New York Times. The Web domain, www.AA.com/women, which provides wardrobe, child and spa advice, has “hit a nerve” among female business travelers, according to executive Julie Pfeffer of Artisan Partners.
While American Airlines contends the online destination contains vital information, admonitions to carry a “little black dress” from its “Tips From Our Road Warriors” section seem at-odds with the stated purpose. Pfeffer labels this and similar ditties “1950s-era advice.” Some female Web users labeled the site “condescending,” and others still suggested that American improve flight cleanliness and on-board customer service relations before building websites.
The goal of the site was to increase the number of women flying American by at least two percent. Nora Linville, hired by the airline to target business-class female travelers, led the effort.
Other benefits promoted to women included hotel discounts and lie-flat business class seats with special compartments for purses. The initially lavender color of the website has since been changed to standard American Airlines blue and white.