Marketing research in hospitality and tourism has been rising continuously. This study provides a systematic review on marketing research and air transport. It identifies key themes and tracks the changes in scholarly researchers’ perspectives pre and post pandemic. By approaching this review not only from the tourism and air transport perspectives, but also from the marketing perspective, this allows the transfer of theories between disciplines, an added value that provides the basis for a field of research to expand and further evolve. Finally, a conceptual framework and an agenda for future research based on emerging research topics are provided.