The document proposes an onboard travel advisor service for Lufthansa flights that would allow passengers to plan their trips using the in-flight entertainment system. Passengers could log in, select their interests, and access personalized recommendations and information about destinations from local experts to help plan activities. This addresses issues with do-it-yourself trip planning taking too much time and offers passengers a productive use of time during flights. No competitors currently offer a personalized in-flight planning tool. The service could increase brand loyalty and sales by providing a better traveler experience.

1. Marketing Products & Brands
TEAM G: Silvana, Cagan, Vincent, Maryam, Clara, Joey

2. British people spend approximately 30 hours
preparing for a holiday, spread over a five-week
period (more than double the length of their trip)

3. Agenda
1. Problem
2. Recommended Augmentation
3. Why it makes sense in the market?
4. Why consumer would be interested?
5. Future Trends
6. Competitors
7. Competitive Advantage
8. Communication/Implementation Plan
9. Conclusion – Value Proposition

4. Problem
Significant decrease in the use of travel agencies.
“Do-it-yourself” booking.
60% of leisure travelers and 41% of business travelers make their own travel
arrangements, generally via Internet.
Study shows that the most stressful part of the trip is the planning stage.
People are looking for more productive ways to spend their time in-flight. (wi-fi,
movies, sleeping).
What if we combine these two?

5. Lufthansa
Onboard Travel Advisor
Get ready for your trip, Get most of it

6. How does it work?
Implemented within the
in-flight entertainment
screen.
Log-in with your e-mail.
Choose your interests.
Art, History, Sports, Music, Local
Events, Nightlife, Food, Local Culture.
Get information/videos about your
interests from local experts (Top 10
Restaurants, Bars, Sightseeing)
Upcoming events (Concerts, Cultural
Events, Exhibitions)
Save it or Send it to your mail, so you can reach the information even after you leave the plane.

7. “Now we are no longer talking so much about what
Lufthansa does or what we do for our passengers.
Rather the focus is on the people we are doing it for.”
--Reinhold Huber, SVP of Product and Marketing

8. “BLESIURE” TRAVELLERS
56% of 18-35 age group in 2015
94% of this age group in 5 years
Top activities:
Sightseeing
Dining
Arts and Culture
Sites like TripAdvisor are losing credibility.
People are looking for expert/local opinions..
Why it makes sense in the market?

9. • Customer will be able to use their time while they are onboard to explore their
personalized trip options.
• Some passengers are interested in the locals and cultural experiences and need
trusted advisor to assist them in taking their decisions.
• They want to use their time in-flight more productively.
• It is better option than using inflight magazine: hygiene, interactive, eco friendly,
customized info.
Why would our passengers be interested?

10. • In-Flight Wi-Fi
• Personalization
• D-I-Y (Do It Yourself) Attitude and Control
• Importance of Experiences
Future Trends

11. KLM in partnership with YELP, Trip Advisor, Airbnb is
sourcing information for the passengers and for
their needs by dedicated sections in the travel
guide website.
However, none of our competitors (Air France, KLM,
Air Berlin, Easy Jet) have it personalized or in-flight.
Competitors

12. First mover advantage
Better understand the consumer
Data is Money
Better targeted promotion
Increase in future sales of repeat customers
Brand Association with Travel and New
Experiences
Experiences
Increased Brand Perception and Word of Mouth
Competitive Advantage

13. Use existing database to send them an e-mail,newsletter
promoting the new service.
Online Channels
Bilboards in airports.
Agreements with travel bloggers for content and promotion.
Communication/Implementation Plan

14. To international business fliers with
little or no time to plan their trip in
advance, and leisure fliers that seeks
cultural & local experiences; Lufthansa
on-board travel advisor is a tool that
provides the most interactive and
nonstop personalized travel planning
assistance, by allowing passengers to
enrich their out-of-flight experience in
their destination
Value Proposition