NEO IDEAS AND INNOVATION - BEST PRACTICES IN AIRLINES WEBSITES - Indra
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NEO IDEAS AND INNOVATION 1. BEST PRACTICES IN AIRLINES´ WEBSITES
More trips, less money
The travel industry has radically changed during the last 10 years. The
economic context, the technological evolution and the customer’s profile 30% more travellers
have advanced in such a way that they have completely changed how we 2001 > 1,640 million passengers
travel, in general, and how we purchase those trips, in particular. 2009 > 2,178 million passengers
Evolución del número de pasajeros de vuelos comerciales
Suppliers must adapt to this new market in order to become competitive.
2004 2005 2006 2007 2008 2009E 2010E
Between 2004 and 2007, the travel industry evidenced a significant Passengers* 1888 2022 2124 2281 2271 2178 2276
Crec. (%) 14.9 7.0 5.9 5.9 0.8 -4.1 4.5
growth, mainly favoured by the economic prosperity. As an indicator, it is
enough to look at how the commercial flight passenger volume has grown. Source: IATA. *in millions.
Within this growth, the so-called “low-cost” companies gained special
prominence so much so that, nowadays, two of the three most important
companies per passenger volume at international flights worldwide are low-
cost companies: Ryanair and Easyjet. Between 2001 and 2008, Ryanair and
EasyJet experienced an average annual growth of their passenger number of
30% and 33% respectively, against the 5% of the industry group.
Airline ranking per passenger number at
international flights
Ryanair 57,647
Lufthansa 42,151
Easyjet 35,417
AirFrance 32,508
British Airways 29,054
NEO | E-BUSINESS TRAVEL BENCHMARKING RESUMEN
EXECUTIVEEJECUTIVO
SUMMARYA different customer requires a
different strategy
This market evolution has been closely related to a change in the
customer’s profile.
The customer is getting more and more heterogeneous, dynamic and in-
formed; therefore, it becomes difficult to increase customer loyalty.
Companies (airlines and consolidators) need to make a constant effort to
adapt themselves to new demands, high competitiveness and new infor-
mation tendencies. All that within a common nexus: Internet.
NEO | E-BUSINESS TRAVEL BENCHMARKING EXECUTIVE SUMMARYInternet, the new main sales
channel
During the last years, a transformation within the trip sales In Europe, on the other hand, Internet has almost doubled its 60% of
channel has been taking place. Internet is every day gaining
prominence as a sales channel and, in the USA, it has already
market share regarding trip purchases and it will soon become
the principal channel through which purchases can be perfor- the trip
taken up almost 60% of the purchases. med, as well.
purchases
Percentage of online-gained income upon the total The online channel for airlines and consolidators has already are carried
income amount for the travel industry become part of the lives of millions of travellers all over
the world. They use Internet from the moment they begin out through
USA Europe Asia-Pacífic thinking about travelling, as they can have access to wide
and documented destination and service offerings, up to the Internet
2006 49% 23% 9% moment of coming back home, when they wish to share their
2007 52% 27% 11% experiences with their friends and relatives.
2008 51% 33% 14%
For this reason, the Web has become one of the main sources
2009E 56% 37% 18% of competitive advantages for airlines, travel agencies and
2010E 59% 43% 21% consolidators. It is a source for saving costs and improving
productivity, but, above all, it is a tool for distinguishing oneself.
Source: http://www.newmediatrendwatch.com/world-overview/91-online-
travel-market?start=1
NEO | E-BUSINESS TRAVEL BENCHMARKING EXECUTIVE SUMMARYHow should travel portals be?
The changes in the end
consumer’s needs and 2005 Changes within the e-Business Model.
purchase habits frequently
advance at a higher pace In 2005, we used to say...
than the service and
functionality offering How does a user turn into an online customer?
provided by travel portals.
Therefore, which are the
contents, functionalities
and designs that
e-Business portals for
S
+ + @ +
airlines and consolidators Bringing fees ... and everything ... advantages of ... and guarantees
closer... for the trip... online means... of a significant
must display?
company.
Fee alerts, best price Multi-product sales for Call requests, chatting with
search engines, favourite the whole trip, customer call centre representatives, Press kits, image files,
destinations follow-up, loyalty programs with point guided tours, service adverts, videoconferences,
everything is taken into redemption calculators and and product multimedia virtual tours and online
consideration so that the practical information are demos, surveys together merchandising products
user counts with fees and at the traveller’s service to with usability techniques contribute to build the
destinations at his/her satisfy all his/her needs. contribute to a satisfactory company’s strong corporate
fingertips. user experience. image.
NEO | E-BUSINESS TRAVEL BENCHMARKING EXECUTIVE SUMMARYTODAY New columns of the travel e-business model
With the changes regarding the traveller’s information and consumption habits, it has become
necessary to make improvements on and develop technological tools that take advantage of the new
opportunities generated to promote and enhance new functionalities that help to ensure customer
loyalty. Nowadays, we say:
How do you attract the online user?
Bringing information
+ ... offering new tools...
+ ... that allow an
+ ... where the customer and
closer to him... integral management his/her experiences are the
of the travel... centre of the process.
Boost SEO New booking tools 100% online transactions
Currently, 40 - 50 % of a travel portal traffic derives
from generalist search engines (Google, Yahoo, Offering booking tools that are suitable and customized Offering all transactions online:
Bing,...) to customer’s needs.
• Automating modification, change and cancellation
Among the new booking tools, we can find: Search operations.
It is necessary to “boost the content indexability”: by budget, experiences, multi-journeys, near airports,
• Create contents for search engines events, destination offerings, flexible dates,... • Fostering self-management: seat selection, menus, excess
• Create contents to be found. baggage and special baggage billing, billing requests,...
And at the same time, security is guaranteed at Web
operations. By means of security measures that protects the
user and fights against fraud.
Global purchase The customer at the design core Socializing
Placing the user as starting point for any development.
Offering solutions that cover all the traveller’s needs Including the customer by means of a 2.0 Web model, where
(transfers, planning, theatre tickets, baggage shipping, The implementation of usability techniques and he/she:
plane tickets, preferred seats, cheap hotel in the centre of accessible content allows:
• Requests information (reads opinions, comments, blogs,...)
town, precharged cards through abroad payment,...)
• Is the creator (shares images, videos, experiences,...)
• Simplifying processes to the maximum.
Boosting Cross-selling, Upselling and Upgrading
techniques in order to offer a model that allows generating • Offering greater functionality in a simple and As a result of this model:
higher incomes, increasing the user’s satisfaction. intuitive way. • A customer exercises his/her influence upon other
customers.
Broadening the methods of payment adjusted to the • The customer is my social network.
customer, exceeding the credit card limits.
NEO | E-BUSINESS TRAVEL BENCHMARKING EXECUTIVE SUMMARYEvolution tendencies of the future e-
Business
Everything seems to show that the mobile solution will gain currently supports. Meanwhile, it is necessary to adapt the traditional processes
greater prominence. The current model counts with mobile and contents to this new channel, to offer the same functionality level at the Web
solutions that complete the services and functionalities im- and the mobile phone.
plemented at the Web channel.
The social networks and the customer loyalty programs will be used in real time.
In the future, mobile services shall be one of the columns on Relationships will count with high mobility content. Offerings and promotions will
which most of the processes will rest, setting exclusive ser- be accessed to through the mobile phone.
vices for this channel, among which we can find: geopositio-
ning, increased reality, virtual customer loyalty cards, mobile Nowadays, travel documents (e-Ticket) have already become paper-less and the
marketing. billing and passenger-boarding processes are in course of being transformed. The
future tendency is that the remaining products and services acquire the possibility
The mobile phone shall turn into a device through which all of counting with a mobile digital support: Purchases, discounts, tourist service
operations can be performed, exceeding the current terminal bonus.
restrictions and converging to the presentation that the Web
Source: Indra, “e-Business Travel Benchmarking observatory”
NEO | E-BUSINESS TRAVEL BENCHMARKING EXECUTIVE SUMMARYInternet, the new main sales
chanel
Due to this fast evolution of the industry, we think these are This study is guaranteed by Indra’s deep knowledge of the in-
critical times for companies. Airlines and consolidators must dustry, its strong experience in developing Web portals and its
unavoidably undertake the development of an online trade significant references all over the world.
strategy according to the new market demands.
If you wish to receive a copy of Indra’s “e-Business Travel Bench-
Companies must assess if their portals are appropriate for marking observatory” study, you can request it at the following
the new tendencies in terms of purchase-booking processes, e-mail address: infobenchmarking@indra.es
mobility, means of payment, customer service, self-service,
practical information, customer loyalty programs, customization,
etc.
Over 240 functionalities
In 2010, Indra has published the “e-Business Travel
Benchmarking Observatory”, in which it analyzes the online 4 months of elaboration
functionalities of the industry e-Business portals and offers a
perspective of the current situation of the best online channel Over 1,000 hours
practices regarding flight and trip sales.
12,900 visited pages
24 Webs
and 2,000 screenshots
Please, send us your comments to:
infobenchmarking@indra.es
NEO | E-BUSINESS TRAVEL BENCHMARKING EXECUTIVE SUMMARYYou can also read
