Emakina Academy #13 : Brussels Airlines Website

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

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

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.

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”

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.

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

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

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

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

Emakina Academy #13 : Brussels Airlines Website

by Emakina on May 05, 2009

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