The German air transport market is undergoing a dramatic transformation. Due to the price pressure from low-cost airlines and rising fuel prices, competition is intensifying, leading to further consolidation. A professional positioning is playing an increasingly crucial role in the fierce battle for passengers in this market characterized by flashy brands. There is a risk that airlines unable to differentiate their brands successfully from competitors may exit the market. From the perspective of many travelers, airline brands are interchangeable. The price factor often takes precedence for both leisure and business travelers when choosing an airline. The price spiral continues to decline with ever-new offers. For this reason, airlines must primarily strengthen the emotional connection with their customers.