Southeast Asia: Valuair sharpens niche marketing with theme offers

The flight, which achieved a load factor of about 80 per cent and had been timed to coincide with a women-only event in Hong Kong, offered perks such as an extra five kilo baggage allowance. On-board activities included lucky draws with spa prizes, hand massages and talks on skin and hair care and make-up. Valuair also tied up with Maybelline, Garnier, Redken, Snails, Body Sutra, Blush, Singapore Women's Weekly and Hyatt Regency Hong Kong to fill up goodie bags for passengers.

Jade Sng, marketing manager of Valuair, said: "The female population is one of the market segments we will be aggressively targeting as they are now more financially capable and willing to spend."

The airline plans to organise themed flights linked to special occasions or events at destinations it flies to, which currently are Hong Kong, Bangkok and Jakarta.Valuair spokesman Nilesh Pritam identified the meetings and incentives market segment, which executive director, Jimmy Lau, formerly of Reed Exhibitions, has been tasked to develop.Pritam also said the market had suggested singles-only theme flights to Bangkok.