Occasional recessions, market crashes, and COVID-19 notwithstanding, there is little doubt that life has improved steadily in recent decades. Products and services that were once the province of the rich became widely available as living standards rose. No business better exemplified the democratisation of services than the airline industry. The low-cost carriers (LCCs) were at the forefront of that movement. However, much of the progress achieved by the LCCs has now come into question. A comprehensive analysis can help investors to see where the airline industry might be headed during and after the coronavirus crisis.

Appraise how data analytics and marketing analytics could help the low-cost carriers (LCCs) to improve their businesses. Support your discussion using related examples.