“As we continue to increasingly delete traditional advertising from our lives, the most potent way for your brand to be seen and relevant is to be interwoven with the things that people care about.”
— Scott DeAngelo
Allegiant is a prominent player in the travel and leisure industry, known for its innovative approach and customer focus. With unique business models, creative branding, and strategic partnerships, Allegiant offers more than just transportation—it provides seamless connections to memorable moments and exclusive experiences. To explore the intricacies and achievements that make Allegiant a leader in its field, we sat down with Scott DeAngelo, the Executive Vice President and CMO at Allegiant.
Scott DeAngelo joined Allegiant as CMO in March 2018, bringing with him more than twenty years of data-driven expertise in marketing, finance, and product leadership across both consumer and B2B sectors. Prior to his role at Allegiant, he worked at Vantiv and Worldpay, where he led product, pricing, and data initiatives for seven years. Before that, Scott excelled at Acxiom, providing valuable guidance to clients in online retail, digital commerce, travel, and hospitality.
Discover how Allegiant elevates the passenger experience by reading the transcript below or exploring the key takeaways from the episode.
- Keeping Your Finger on the Pulse of Your Consumer - Scott ensures that he stays in touch with Allegiant's customers by conducting weekly surveys, a practice the company started during the pandemic. Although the surveys began by focusing on health-related matters, they have transitioned to addressing economic subjects over the past three years. Additionally, Allegiant runs short, targeted surveys to quickly gather insights and prioritize consumer interests. Therefore, any new feature introduced by the company enhances the customer experience based on direct feedback rather than assumptions.
- Direct Flights, Direct Connections, Direct-to-Consumer - Allegiant, an ultra-low-cost airline, aims to link underrepresented, small to mid-sized cities with nonstop flights to sought-after destinations like Las Vegas and Orlando. Established two decades ago with a direct-to-consumer model, Allegiant has been able to foster a close connection with its customers by making bookings exclusively through its own website. This direct engagement allows Allegiant to maintain a rich customer database and gain early insights into their travel plans.
- Allegiant's Strategic Leap - Allegiant has leveraged opportunities such as the Allegiant Stadium for increased brand exposure, offering a unique platform to boost its visibility on a global scale—especially during high-profile events like the NFL and major concerts. This integrated approach surpasses traditional advertising, as it integrates the Allegiant brand into experiences that consumers care about. The naming rights agreement also reduces the company's reliance on traditional advertising, making it a cost-effective strategy for building brand awareness. Furthermore, Allegiant has been able to create a stronger association with leisure activities by being interwoven with live sports and music events, enhancing its brand identity as a travel company.
- Flying High with EDC Collaboration - Allegiant recently announced its partnership with Electronic Daisy Carnival (EDC), one of the world's premier music festivals in Las Vegas. As part of the collaboration, Allegiant is contemplating an EDC-branded “Rave Plane” as well as Allegiant “Rave Hangers”, an area where attendees can relax, get a drink and listen to DJs. This initiative exemplifies Allegiant's dedication to engage with thier consumers beyond travel, and intertwine their brand with the things people enjoy, such as live music.
- Exploring New Avenues in Luxury Travel - Allegiant is set to expand its portfolio with the opening of Sunseeker Resort, a world-class resort in southwest Florida, strategically located next to a primary flight destination. This new venture, scheduled to open in October, is in line with Allegiant's strategy to broaden their offerings and increase their margins. The Sunseeker Resort is expected to feature the largest in-ground pool in Florida, 20 food and beverage outlets, a rooftop infinity pool, and various other amenities. Allegiant plans to use their existing loyalty program, Always Rewards, and their co-variant credit card to further monetize the resort. They are also considering acquiring and rebranding other properties across the country, creating a more comprehensive travel ecosystem.
