• What makes passengers feel good about flying? • What can aviation learn from other business sectors? • What are innovative onboard products and services that show the way the cabin experience will evolve?
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)
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)