Brussels Airlines E-commerce Website Audrey Benoit Head of e-Business Brussels Airlines

Brussels Airlines E-Commerce Website About Brussels Airlines Born from the merger of SN Brussels Airlines and Virgin Expess Mid-size “new generation” carrier transporting over 5Mio passengers per year seeking for both good quality at affordable prices towards Europe and Africa Since 2003, (SN) Brussels Airlines has been working with Emakina for the development and maintenance of www.brusselsairlines.com

About Brussels Airlines

Born from the merger of SN Brussels Airlines and Virgin Expess

Mid-size “new generation” carrier transporting over 5Mio passengers per year seeking for both good quality at affordable prices towards Europe and Africa

Since 2003, (SN) Brussels Airlines has been working with Emakina for the development and maintenance of www.brusselsairlines.com

Brussels Airlines E-Commerce Website Challenges in the travel market Intense competition between carriers / travel agencies etc. Highly-demanding customers – want more & more Latest IAB barometer: 93% of Belgian consumers use the Internet to prepare their next trip, while 37% of them are online buyers. 70% travel buyers start their search on the Internet. Main satisfaction criteria (web-wise): speed, flexibility and servicibility

Challenges in the travel market

Intense competition between carriers / travel agencies etc.

Highly-demanding customers – want more & more

Latest IAB barometer: 93% of Belgian consumers use the Internet to prepare their next trip, while 37% of them are online buyers. 70% travel buyers start their search on the Internet.

Main satisfaction criteria (web-wise): speed, flexibility and servicibility

Brussels Airlines E-Commerce Website Objectives of Brusselsairlines.com Position the www.brusselsairlines.com as the online HUB of the company and Brussels Airlines as a major player on the European online travel marketplace Confirm and maintain the platform as a one-stop-shop for the passenger : plane ticket, hotel, car etc. within tough legal constraints Initiate dialogue and interaction with our customers.

Objectives of Brusselsairlines.com

Position the www.brusselsairlines.com as the online HUB of the company and Brussels Airlines as a major player on the European online travel marketplace

Confirm and maintain the platform as a one-stop-shop for the passenger : plane ticket, hotel, car etc. within tough legal constraints

Initiate dialogue and interaction with our customers.

Brussels Airlines E-Commerce Website Focus on user experience Brussels Airlines.com aims not to be an isolated product : the website is part the whole customer journey with this airlines company Emakina partnered to strengthen the brand experience at every step of the travel process - before the flight, during the journey and after the flight. The info architecture is built around three key actions: “I search for a flight”, “I book my tickets” and “I travel with Brussels Airlines”

Focus on user experience

Brussels Airlines.com aims not to be an isolated product : the website is part the whole customer journey with this airlines company

Emakina partnered to strengthen the brand experience at every step of the travel process - before the flight, during the journey and after the flight.

The info architecture is built around three key actions: “I search for a flight”, “I book my tickets” and “I travel with Brussels Airlines”

Brussels Airlines E-Commerce Website Inspiring & accompanying the customer According to an internal survey ran early 2008, customers wanted more help in selecting or knowing more about their destination Inspiration tool Other’s feedbacks and reviews Google maps Traveling is difficult and stressful, people were left alone after booking: personalized road book of tailor-made information about your trip: flight, destination, schedule, luggage policy etc.

Inspiring & accompanying the customer

According to an internal survey ran early 2008, customers wanted more help in selecting or knowing more about their destination

Inspiration tool

Other’s feedbacks and reviews

Google maps

Traveling is difficult and stressful, people were left alone after booking:

personalized road book of tailor-made information about your trip: flight, destination, schedule, luggage policy etc.

Brussels Airlines E-Commerce Website Frequent flyer Section Merge two separate websites: Cross selling Build awareness among the frequent flyer programme Give better online services to Frequent flyers: more possibilities (history of account, booking manageability) The loyalty programme is now fully integrated into the global user experience

Frequent flyer Section

Merge two separate websites:

Cross selling

Build awareness among the frequent flyer programme

Give better online services to Frequent flyers: more possibilities (history of account, booking manageability)

The loyalty programme is now fully integrated into the global user experience

Brussels Airlines E-Commerce Website Content Management System Tridion 5.3 Robust & stable solution that is able to centralize multiples sources of content: schedules, hotels, city-guides, miles, etc. Blueprinting: Tridion 5.3 allows international deployment through a master version (limit resources) Brussels Airlines.com is being deployed in 13 languages for 22 countries

Content Management System

Tridion 5.3

Robust & stable solution that is able to centralize multiples sources of content: schedules, hotels, city-guides, miles, etc.

Blueprinting: Tridion 5.3 allows international deployment through a master version (limit resources)

Brussels Airlines.com is being deployed in 13 languages for 22 countries

Brussels Airlines E-Commerce Website Blueprinting System Brussels Airlines online content with tridion has a double heritage: Language content splashed across website, mixed with country content (business rules / priorties and sorting): Ie: English – UK content Ie: French – Swiss content Each website can localize its content (i.e. translation) and manage its own workflow and publishing process. The same goes with structure, style and functionalities Always possible to go back to the previous master version

Blueprinting System

Brussels Airlines online content with tridion has a double heritage: Language content splashed across website, mixed with country content (business rules / priorties and sorting):

Ie: English – UK content

Ie: French – Swiss content

Each website can localize its content (i.e. translation) and manage its own workflow and publishing process.

The same goes with structure, style and functionalities

Always possible to go back to the previous master version

Brussels Airlines E-Commerce Website Business Benefit : one system has carried an online share that grew from 5 to 30% of total company sales Cost-efficient sales channel for Brussels Airlines Brussels Airlines.com grew from 5% in 2002 to 30% of the current global company sales, for 3% to 20% of the total revenue. Tridion has been an evolving platform that followed the company’s growth at the international level: the blueprinting system reduces the total cost of ownership for each new local website International management of websites handled by local reduced teams

Business Benefit : one system has carried an online share that grew from 5 to 30% of total company sales

Cost-efficient sales channel for Brussels Airlines

Brussels Airlines.com grew from 5% in 2002 to 30% of the current global company sales, for 3% to 20% of the total revenue.

Tridion has been an evolving platform that followed the company’s growth at the international level: the blueprinting system reduces the total cost of ownership for each new local website

International management of websites handled by local reduced teams

Thank You ! Any Questions ? www.brusselsairlines.com