Two developments the global airline industry can no longer afford to ignore.
The 2000s were a rough decade for airlines. Battered by unprecedented global turmoil, airlines that survived learned powerful lessons about cost containment, efficiency and the importance of financial strength. Airlines that thrive in the next decade, however, will have to do more to stay ahead of the competition. In particular, they will need to think strategically about two issues that have received little attention of late: substitution and commoditization. The IBM Institute for Business Value Airline 2020 Study focuses on these two key challenges and provides a roadmap for how they will likely play out in the next ten years, as well as recommendations for action.