Focus on the customer:

A travel brand’s first concern should be its customer, as they are the most valuable asset.

They should consider what customers will respond to and what will improve the relationship they have with the brand.

Aside from being a great opportunity to drive revenue, ancillary revenue is a great tool to help engage and retain customers.

Too many companies don’t start with the customer’s needs, so they erode the relationship they have.

Our research recently revealed that 85% of the airlines surveyed see the financial performance of the programme as the one key success measure, be that revenue or profit per customer.

This is hardly surprising as this is about driving revenue, but what is far more surprising is that less than 10% or airlines consider customer satisfaction as an important measurement.

Another way to demonstrate customer focus is to segment the customer base and tier offerings accordingly.

This will not only ensure customer relevance, but will also drive greater revenues by effectively targeting key customer segments.

NB: This How To series is authored by Janet Titterton of Collinson Latitude

Related posts:

Day One of Ten – Understanding and boosting ancillary revenue

Day Ten of Ten – Understanding and boosting ancillary revenue

Day Nine of Ten – Understanding and boosting ancillary revenue