| Summary: | The study is based on explaining and giving a picture of strategies the traditional airlines use to compete with the low cost airlines. Since the deregulation in 1992 many low cost airlines have established themselves on Europe´s airline market and have taken over large parts of the market. Air travelers have become price-conscious and always searching for the cheapest ticket. Traditional airlines were outcompeted by low cost companies. In order to claim the market new competition strategies were needed. The purpose of the study is to describe which strategies traditional airlines use especially in terms of service offering to attract customers. Previous research and theories describe competition strategies that focus on service, costs, price, product and Porter´s model. In interviews with people who have knowledge about the airline industry because of their work we got answers about how traditional airlines use competitive strategies with the focus on service. We supplemented our study with secondary literature from the webpages of traditional airlines. The results show that the best strategy for traditional airlines is to use a mix of different service strategies to win loyal clients.
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