Pets are family too - so why do most airlines still separate them in travel?

This case study examines how a boutique airline can leverage pet-friendly services as a source of competitive advantage in a post-pandemic travel market, where pets are increasingly viewed as emotional companions and as family. Using PEST analysis, customer value analysis, and the VRIO framework, it evaluates French airline La Compagnie’s strategic positioning amid rising pet ownership, regulatory constraints, and renewed international travel demand. Findings indicate that targeted differentiation, supported by a growing pet services industry, strategic partnerships, and selective price increases, can improve profitability while sustaining value relative to larger competitors.