Day Four of Ten - Understanding and boosting ancillary revenue

Day Four of Ten – Understanding and boosting ancillary revenue

Stick to brand position:

Understand competitors and what they are trying to do, but don’t move away from current brand positioning.

Every travel brand has a position in the market and it’s important to stick to it as this is what has made them successful in the first place.

Look at how ancillary revenue can be used to add value to the existing offering and differentiate your brand from the competition.

For example, despite its criticism, Ryanair are unlikely to start adding benefits to their offering and increasing prices, as its position is to provide the cheapest flights.

By contrast, British Airways is expected to offer a premium proposition, so the introduction of seating and baggage charges could affect perceptions customers have of their brand – a brand that they’ve worked tirelessly to establish.

Stick to brand position:

Understand competitors and what they are trying to do, but don’t move away from current brand positioning.

Every travel brand has a position in the market and it’s important to stick to it as this is what has made them successful in the first place.

Look at how ancillary revenue can be used to add value to the existing offering and differentiate your brand from the competition.

For example, despite its criticism, Ryanair is unlikely to start adding benefits to their offering and increasing prices, as its position is to provide the cheapest flights.

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