Airline%20 Online%20 Distribution


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Airline%20 Online%20 Distribution

  1. 1. Airline Online Distribution Emirates 4th May 2005 Theunis Potgieter Manager E-Commerce
  2. 2. Emirates and Online Distribution • As a global carrier, Emirates has seen and acknowledged the impact of the internet on our distribution channels. • Our main objective is to provide an additional sales channel for customers who wish to interact with us via the internet. • However, it is important to balance our online offering with our other sales channels. • Internet distribution covers all online sales via and online travel agent portals. • The key benefit to Emirates is the opportunity to lower our interaction costs across all customer segments.
  3. 3. Emirates e-Commerce today • Bespoke Internet booking engine integrated with airline reservation system using a Datalex platform. • Online booking available from 33 countries in 5 languages, supported by individual country sites. • 4 easy and convenient ticketing options including e-Ticketing. • A secure payment gateway (BIBIT). • Average of 1.5 million unique visitors per month • 76% of our visitors ranked the site very good or excellent 10% average revenue growth each month since Top 5 online booking markets Top 5 sectors April 2003 UAE DXB-LON UK DXB-JFK Australia MEL-AKL Germany DXB-BKK New Zealand DXB-DOH Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- Jan- Feb- Mar- Apr- 2003 2003 2003 2003 2003 2003 2003 2003 2003 2004 2004 2004 2004 2004 2004 2004 2004 2004 2004 2004 2004 2005 2005 2005 2005
  4. 4. functionality Online booking Retrieve a booking Travel planning and booking Skywards online redemption Flight schedules and status Emirates contact information Emirates value-add offers Promotion via email & online Special offer promotion Monthly special fare offers marketing as well as traditional Destination offers channels Dubai and the UAE information Traveller information Emirates product and airport information Skywards membership Future enhancements Additional languages - including Arabic Online check-in Improved self-service functionality Ancillary services booking Holidays
  5. 5. awareness 32% 30% Word of mouth 29% 28% 24% Advertisement in 26% 26% paper/outdoor 28% 25% 23% Using a search engine 24% 23% 21% 22% Travel agent 23% 23% 13% 19% Via Skywards website 22% 20% 11% 11% Winter'05 TV advertisement / cinema 13% 13% Autumn'04 13% Summer'04 16% Internet advertisement 12% Winter'04 13% The word of mouth is increasing as an influence to visit
  6. 6. Repeat versus first time visitors to 50% 2004 2005 40% 30% 45% 20% 36% 29% 28% 27% 25% 24% 10% 20% 20% 10% 0% Australia UK UAE India US Attracting more repeat online customers across all markets
  7. 7. Differing travel behaviour of customers 15% 24% 8% 5% 18% 27% EK Australia 31% 16% 5% 3% 7% 36% US 20% 13% 23% 5% 11% 18% 17% 19% 3% 5% 26% 28% India UK 12% 30% 7% 5% 16% 25% UAE 6% 26% 7% 7% 30% 24% A destination within my own country Europe North America Africa Middle East Asia/Oceania Online customers are predominantly long and medium haul travellers
  8. 8. Emirates Online target segments Different Customer segments require different online products and services. Leisure Business Travel Agents Traveller Traveller • The Travel Agent • Need to provide an • Servicing of Corporate remains an important interactive journey Travellers and distribution partner. management service Corporate Accounts online. are becoming more • Need to develop new complex as the and innovative online • Customer requirements Emirates network services to service differ per market for self grows. the agent. service solutions. • Opportunity exists to • A new Online Travel • Online service adoption service these Agents portal has has increased customers and their been launched to substantially for all fulfilment agents more service the trade online products. effectively. more efficiently and • An opportunity to drive at a lower cost base. • Reporting, online down cost in our Call check-in, seat Centres. selection etc.
  9. 9. Emirates Travel Agent online Provide the Emirates Travel Agent with a one stop local website to for reference, interaction and transaction with Emirates. Current Future • Launched in Australia • Roll out to all Emirates and UAE and soon in markets globally other primary markets. • Ownership by the local • 5 Modules to the Emirates stations to product: ensure usage and relevance to the 1. Information market 2. Register and update details • Implementation of 3. Download all local policies interactive solutions and procedures for Agents to lower 4. Broadcast of all local their interaction cost promotions and offers, with Emirates including private offers 5. Emirates local and Network news
  10. 10. Increasing business coming from Online Agents Emirates is actively pursuing relationships with online Travel Agents as customer expectations are that Emirates needs to be visible and competitive. USA Europe Far East Aus, NZ • CENDANT • Opodo • Priceline • • Price line • Travelocity • ZUJI • ZUJI • ORBITZ • E-Bookers • Web-jet • Travelocity • Lastminute • EXPEDIA • Go Voyage • Emirates does not differentiate between Online and Traditional Travel Agents. • Partnerships are evaluated based on local market share, ability to drive volume, strong customer base and marketing power.
  11. 11. Self-service – the way forward • High adoption of self-service Look for and compare fares channels across many industries • Online self-service solutions Check destinations/timetables enable the customer to take control of their own travel requirements when it suits them Check flight availability • Customers are demanding the Access FFP account same from airlines, this is information evidenced by a massive increased usage of Emirates Look for a specific fare/discount I saw adv. online services • Expansion of Emirates online will Check for flight status focus primarily on meeting this demand and empowering our Purchase tickets customers to chose how they wish to deal with us
  12. 12. Conclusion Global travel distribution is changing. The internet has become an integral part of airline distribution channels. This change is developing at different speeds across our markets and Emirates is tailoring its’ strategy to meet these needs. Emirates is well positioned to further capitalise on the growth of the internet and changes in consumer purchasing behaviour.
  13. 13. Thank you Theunis Potgieter Manager E-Commerce Emirates