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DIGITAL REVOLUTION IN AIRLINE INDUSTRY
A
I
R
L
I
N
E
FARES
SCHEDULES
INVENTORY
TRAVEL AGENTS
LEGACY CARRIERS RULE A VERY REGULATED INDUSTRY IN TERMS OF COMPETITI...
A
I
R
L
I
N
E
FARES
SCHEDULES
INVENTORY
ANCILLARIES
TRAVEL
AGENTS/OTA´S
LOW COST CARRIERS, AIR TRAFFIC LIBERALIZATION AND ...
WELL THINGS SEEMS TO BE REALLY CHANGING IN AIRLINE INDUSTRY…
CUSTOMERS, PARTNERS AND COMPETITORS ARE RESHAPING…
TRADITIONA...
CUSTOMER HAPINESS
AIRLINE DIGITAL B2C STRATEGY
INTERNAL STRUCTURE
DIGITAL STRATEGY
EXTERNAL PARTNERS
DATA
INNOVATION
PRICI...
DIGITAL TRAVELLER CONVERSION PATH - AIRLINES
DREAMING/THINKING
BROWSING THE WEB
VISITING THE STORE
SHOPPING AROUND
BUYING ...
DIGITAL CUSTOMER AIRLINE STRUCTURE
AREA KEY TOPICS GOALS
DIGITAL MARKETING
E-COMMERCE
ANCILLARY
C
O
M
M
U
N
I
C
A
T
I
O
N
...
INTEGRATE IT AS ONE OF BUSINESS AREAS
AIRLINE DIGITAL B2C STRATEGY - HIGHLIGHTS
BUILD YOUR STRATEGY BASED ON DATA GIVEN BY...
PREDICTING THE FUTURE ?
RISKY STRATEGY ?
NEW CUSTOMERS
NEW STRATEGY?
INNOVATION?
THANK YOU
OBRIGADO
Bruno Ribeiro Estêvão
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eTravel Europe 2016 - Digital Revolution in Airline Industry: A strategy to make it work - Bruno Estevao - TAP Portugal

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How airline industry changed in terms of business development and how it was affected by digital revolution? How can airlines work internally and externally to overcome such challenge? Is there a digital strategy for business success or different strategies that work together for common goals? The challenge in digital world is to assure that demanding digital customer is fully satisfied.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/qqout87 } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/qqout87 } ......................................................................................................................... Download Full doc Ebook here { https://tinyurl.com/qqout87 } ......................................................................................................................... Download PDF EBOOK here { https://tinyurl.com/qqout87 } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/qqout87 } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/qqout87 } ......................................................................................................................... .........................................................................................................................
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eTravel Europe 2016 - Digital Revolution in Airline Industry: A strategy to make it work - Bruno Estevao - TAP Portugal

  1. 1. DIGITAL REVOLUTION IN AIRLINE INDUSTRY
  2. 2. A I R L I N E FARES SCHEDULES INVENTORY TRAVEL AGENTS LEGACY CARRIERS RULE A VERY REGULATED INDUSTRY IN TERMS OF COMPETITION COSTS RESULTING FROM AN HEAVY DISTRIBUTION/COMMERCIAL STRUCTURE ARE COMPENSATED BY HIGH FARES CUSTOMERS RELY ON TRAVEL AGENTS NETWORK THAT LARGELY DOMINATE AIRLINES DISTRIBUTION LANDSCAPE FOR AIRLINES CUSTOMERS KPI´S ARE MORE RELATED WITH LOAD FACTOR, AVERAGE FARE OR RASK VS CASK AIRLINE TICKET OFFICES 3rd Parties (gds´s..) BEFORE DIGITAL
  3. 3. A I R L I N E FARES SCHEDULES INVENTORY ANCILLARIES TRAVEL AGENTS/OTA´S LOW COST CARRIERS, AIR TRAFFIC LIBERALIZATION AND W.W.W. CONDUCT TO TRAVEL MASSIFICATION PRICES FALL DRAMATICALLY AND LEGACY CARRIERS NEED TO REVIEW COSTS/REVENUE STRUCTURE URGENTLY CUSTOMERS HAVE AN HUGE SET OF INFORMATION, TOOLS AND REVIEWS TO DECIDE THEIR TRAVEL NEEDS FOR AIRLINES CUSTOMERS KPI´S ARE NOW ALSO RELATED WITH DIGITAL CUSTOMER PERSONAL BEHAVIOUR AIRLINE TICKET OFFICES 3rd Parties (gds´s..) NDC AIRLINE.COM ONLINE ADVERTISING DIGITAL
  4. 4. WELL THINGS SEEMS TO BE REALLY CHANGING IN AIRLINE INDUSTRY… CUSTOMERS, PARTNERS AND COMPETITORS ARE RESHAPING… TRADITIONAL DISTRIBUTION IS IN PLACE BUT IT IS ALSO CHANGING.. AIRLINES WHAT TO FOCUS NOW?
  5. 5. CUSTOMER HAPINESS AIRLINE DIGITAL B2C STRATEGY INTERNAL STRUCTURE DIGITAL STRATEGY EXTERNAL PARTNERS DATA INNOVATION PRICING - FLIGHTS COMMUNICATION SERVICES
  6. 6. DIGITAL TRAVELLER CONVERSION PATH - AIRLINES DREAMING/THINKING BROWSING THE WEB VISITING THE STORE SHOPPING AROUND BUYING $$ - HAPPY CUSTOMER ☺ TRAVELLING SHARING MOMENTS NEEDS Vacations – Relax with family/friends, living new experiences Business – Buying/sell products, contacts, opportunities Relevant and enganging content Being touched by emotions and interests Have a great user experience Intuition, reliability, engaging content, responsive, agility Access to a wide variety of products related with the journey. Highly technological and innovative services Atractive prices/conditions and interesting destinations. Flexible ways of payment. DIGITAL HAPPY CUSTOMER SEVERAL TIMES BECOME A LOYAL CUSTOMER ☺ ☺ ☺ ☺ ☺ Journey digital upates and services offer Share feelings (bad or good) – Being human R O A D T O H A P I N E S S
  7. 7. DIGITAL CUSTOMER AIRLINE STRUCTURE AREA KEY TOPICS GOALS DIGITAL MARKETING E-COMMERCE ANCILLARY C O M M U N I C A T I O N PRICING & REV. MAN PARTNERS SEO WEBSITE UI/UX BOOKING ENGINE/CMS OWNED MEDIA (X SOCIAL MEDIA) BE RELEVANT AND CREATE AWARENESS ACROSS THE GLOBE AROUND YOUR BRAND BRING REVENUE AT SUSTAINABLE COSTS (<3%) FEED AN HIGHLY ENGAGED FANS COMMUNITY SEARCH/DISPLAY ADVERTISING SOCIAL MEDIA AIRLINE & PARTNERS PRODUCTS BE FOCUSED ON DATA INFORMATION ABOUT HUMAN BEHAVIOUR (PERSONALIZE EXPERICENCE) INCREASE OWNED VS PAID MEDIA WEIGHT DIVERISIFY PRODUCTS AND INCREASE REVENUE REEINFORCE CUSTOMER SATISFACTION ASSUME CLEAR STRATEGY FOR B2C CHANNEL D A T A INNOVATION B2C CHANNEL GROWTH/WEIGHT PROVIDE CLEAR GUIDELINES ON NETWORK NEEDS (ROUTES, MARKETS, FLIGHTS) DIGITAL ECONOMY PAYMENTS PRODUCT DISTRIBUTION SERVICES REDUCE COSTS PAYMENTS/DISTRIBUTION MAKE CUSTOMERS AMAZED BY TECHNOLOGY (UX) I T IT – WILL BE THE BACKBONE OF ALL YOUR PROJECTS IMPLEMENTATION COMMUNICATION – WILL ENSURE CONSISTENCY AND BRAND VALUES ACROSS ALL ACTIONS/DEPARTMENTS DATA – CRM DEPARTMENT WILL MANAGE, PROVIDE AND TRANSFORM BIG DATA INTO SMART DATA
  8. 8. INTEGRATE IT AS ONE OF BUSINESS AREAS AIRLINE DIGITAL B2C STRATEGY - HIGHLIGHTS BUILD YOUR STRATEGY BASED ON DATA GIVEN BY YOUR CUSTOMERS CREATE A DEPARTMENT OF DIGITAL STRATEGY RESPONSIBLE FOR OVERALL IMPLEMENTATION WITH A RESPONSIBLE LEADING A TEAM WITH DIFFERENT PROFILES MAKE DATA ANALYSIS A RELIGION ACROSS DEPARTMENTS PARTNERS ARE A GREAT HELP BUT DON´T PUT ALL EGGS IN ONE BASKET AND CONSIDER INTERNAL POSSIBILITIES WHEN COMING TO SOLUTIONS
  9. 9. PREDICTING THE FUTURE ? RISKY STRATEGY ?
  10. 10. NEW CUSTOMERS NEW STRATEGY? INNOVATION?
  11. 11. THANK YOU OBRIGADO Bruno Ribeiro Estêvão

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