One simple chart to show why airline merchandising gets so complicated
It’s not particularly new, in some respects, it’s just become massively important to airlines in recent years as they look to boost revenues but also differentiate themselves from rival carriers.
In addition, technology and the web is allowing carriers and intermediaries (on and offline) to push these ancillary products to both corporate and leisure travellers as part of loyalty programmes or within the booking flow.
And, finally, deep integration and breadth of product gives providers more information about their customers – a personalisation opportunity.
On the one hand this should all be relatively easy – just a matter of the right technology, understanding how to target customers and pricing, right?
Not so fast.
Farelogix, one of the big flag wavers for NDC, has pulled together a chart to illustrate not only the various types of merchandising methods now in play but what it takes from an airline or intermediary to implement it all.
The diagram was shown as part of a presentation at the NDC in Action Symposium in Barcelona this week.
Click the image for a larger version:
NB: Aircraft take-off image via Shutterstock.
NB2: Disclosure – Accommodation for the author’s attendance at the event was supported by Airline Information.
Kevin is senior editor and a co-founder at Tnooz. He was previously editor of UK-based magazine Travolution and web editor of Media Week UK from 2003 to 2005.
He has worked in regional newspapers (Essex Enquirer) and started his career at the Police Gazette at New Scotland Yard in London. He has a degree in criminology, a postgraduate diploma in magazine journalism and publishes his first book - a biography about Depeche Mode - in early-2017.