Parking discounts and extra airline miles are just two of the perks airports are using to encourage customer loyalty, a trend toward incentive packages designed to lure passengers away from competitor airports. The practice is strongest among smaller airports. "Airlines offer the service that airports ultimately have to keep up with," he said, "And let's face it; fliers want convenience, price and schedule," says Dean Headley, a professor of marketing at Wichita State University and co-author of the annual Airline Quality Rating study. "If they can get a better deal by driving an hour, they'll do it."

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