Menarites Airlines has created a successful brand identity centred on, among other things, the promise that they treat passenger data with more respect than other airlines. They provide the maximum transparency permitted by law in terms of telling passengers exactly how their data is shared with government agencies and passengers value the fact that they are neither US airline corporation nor a national carrier. Their loyalty program sells itself idea that its mission is to help create a healthy " flying miles" program ecosystem amidst all the confusing crossover between credit cards and internet tracking. Recently, though, they've come to realize that there are a number of ways they can save passengers money and reduce the carbon footprint of travel by better consolidating and leveraging the multiple channels of passenger they collect. A firm, for example, has approached them with a plan for significant savings in travel meal costs that could be realized by tracking passenger preferences (what meals they order when given a choice) and what people actually eat from what they are served. But the company is worried that leveraging passengers' data like this might damage the brand or even give rise to a harmful backlash.
