How United Airlines is scaling SMB travel growth with ZS

Small and medium businesses (SMB) represent a meaningful growth opportunity for travel brands, but the segment is difficult to serve profitably at scale. Traditional sales models are built for large corporate accounts, while SMB audiences require more precise targeting, relevant digital engagement and service models that can grow without adding unnecessary complexity.

At AWS re:Invent, United Airlines shared how it worked with ZS to build a more connected approach to digital marketing, data, customer experience and team orchestration to reach SMB customers more efficiently.

United’s approach focused on:

• Reaching a large base of SMB travelers more effectively
• Building a scalable growth model around digital sign-up, targeted marketing, data and team orchestration
• Using segmentation and customer behavior to make outreach more relevant
• Launching quickly, then refining the model based on real SMB customer behavior
• Showing how the SMB growth model created measurable revenue worth continued investment