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Emakina Academy #13 : Brussels Airlines Website
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Emakina Academy #13 : Brussels Airlines Website


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  • 1. Brussels Airlines E-commerce Website Audrey Benoit Head of e-Business Brussels Airlines
  • 2. 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
  • 3. 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
  • 4. Brussels Airlines E-Commerce Website
    • Objectives of
    • Position the 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.
  • 5.
  • 6. Brussels Airlines E-Commerce Website
    • Focus on user experience
    • Brussels 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”
  • 7. 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.
  • 8.
  • 9. 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
  • 10.
  • 11. 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 is being deployed in 13 languages for 22 countries
  • 12. 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
  • 13. 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 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
  • 14. Thank You ! Any Questions ?