Airline Innovation Trends

Embracing The Future welcoming change and innovation in the cabinAircraft Interiors Expo Raymond KollauHamburg Founder airlinetrends.com26 March 2012 raymond@airlinetrends.com

PRODUCT & SERVICE INNOVATIONS

The airlinetrends.com newsletter is read by several thousandprofessionals from airlines, airports and suppliers worldwide www.airlinetrends.com

TODAY Innovative onboard products and services What makes passengers feel good about flying? What can airlines learn from other industries?

TODAYWHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING? What makes passengers feel good about flying?

TODAYPASSENGERSWHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING? EMPOWERED CONVENIENCE VALUE FOR MONEY Informed Simple Format competition Connected Seamless Frugal customers Real-time IN CONTROL LESS LOYAL Choice EXPERIENCE Competition = choice Self-service Comfort Recognized, rewarded Storytelling INDIVIDUAL Surprise Personalized SOCIALLY Human RESPONSIBLE EXPECTATIONS DIVERSE Sustainability Experienced Non-western Transparency Other industries Older, female, GenY Accountability

TODAYPERSONAL“The machines are advancing, yet the eye-strikingchange is that Lufthansa is getting only at the doorsof the aircraft in touch with the customer.““Lufthansa wants to use passenger’s personal datato make their flight more personal.”“What we have to do is really connect the data in away to have more individualized customer service.Today there are a lot of limits.”- Lufthansa CEO Christoph Franz (Digital Life Conference, Jan. 2012)

TODAY PERSONALShorter feedback loops3 weeks to 3 daysSatisfaction Gold members:+14% since rollout initiativesource: IAG nov. 2011 BA Enhanced Service Platform

TODAYCHOICEWHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING? CHOICE ANXIETYStarbucks

TODAYCHOICEAir New Zealand ´virtual classes´

TODAYCHOICEWHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING?source: Delta Investor Day 12.11Evolution of ancillaries

TODAYCHOICE (control)KLM ‘meet & seat’

TODAYCHOICE (control)Lufthansa ‘pre flight dinner’

TODAYCONTROL (on demand)Virgin America RED

TODAYCONNECTED WHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING? North America: 1,500 a/c Paid usage: 5-8% (Virgin America 16%) sources: WSJ, In-Stat, Mary KirbyDelta x Gogo

TODAYINFORMED (real-time)Delta luggage tracking

TODAYINFORMED (real-time)Copenhagen Kastrup

TODAYCOMFORTIndustry standard

TODAYCOMFORT 2013Industry standard

TODAYCOMFORT (design)Air New Zealand ‘Skycouch’

TODAYCOMFORT (design)Air New Zealand

TODAYCOMFORT (cabin)787 Dreamliner

TODAYDIVERSELufthansa

TODAYDIVERSECopenhagen Kastrup

TODAYDIVERSE´ladies only´ ‘men only’

TODAYSTORY (local, authentic)Alitalia ‘Made in Italy’

TODAYSUSTAINABLEQantas recycling

TODAYSURPRISE (experience)Estonian Air ‘gourmet flight’

TODAYSURPRISE (experience)Finnair x Angry Birds

TODAYHUMAN TOUCHTAM ‘Comandante Kid’

TODAYWHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING? What can airlines learn from other industries?

TODAYWHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING? Customers do not view experiences via a single lens

AUTOMOTIVEBA x Forpeople

HOSPITALITYSingapore Airlines

RETAIL (online) “We are replacing the traditional focus on distribution, which is driven by efficiency, with a focus on retailing. The airline industry should look to the retail sector for good practice in how to tailor offers, merchandise and drive increasing revenues.” -- David Doctor, Director Distribution Marketing, Amadeus (Jan. 2012)

RETAIL (online)Air New Zealand

RETAIL (onboard)Virgin America ‘open tab’

RETAIL (onboard)Korean Air x L’Oréal travel retail

BRANDED BRANDSJAL x Tempur

BRANDED BRANDSUnited x Westin

BRANDED BRANDSSWISS x Nespresso

BRANDED BRANDSKorean Air x Bose

BRANDED BRANDS iPads as intermediate solution before start refurbishment program BA’s B777-200s source IAG Investor Day 11.11British Airways

BRAND SPACEKorean Air x Absolut ‘Celestial Bar’

TRYVERTISINGVirgin America x Google

TODAYINNOVATIONWHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING? Evolving consumer needs and expectations Personalization and choice increasingly important elements of passenger experience Learn from/partner with other industries

AIRLINETRENDS.COM INNOVATION NEWSLETTER AND REPORT 2012 edition out in April 2012 www.airlinetrends.com

www.airlinetrends.com

THANK YOU !Aircraft Interiors Expo Raymond KollauHamburg Founder airlinetrends.com26 March 2012 raymond@airlinetrends.com

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Airline Innovation Trends

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