Building Competitive Advantage in Pet-Friendly Air Travel: The Case of La Compagnie

Strategy, Competitive Advantage, & Market Differentiation

This case study examines how a boutique, all–business class airline can leverage pet-friendly services as a source of competitive advantage in a post-pandemic travel market. Using PEST analysis, customer value analysis, and the VRIO framework, it evaluates 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.