getting personal: claiming back control over air distribution

itb.kongress.de

getting personal: claiming back control over air distribution

GETTING PERSONAL:

CLAIMING BACK CONTROL OVER

AIR DISTRIBUTION


LOOK TO BOOK

1996

2001

2011

2015

5 : 1

100 : 1

1 500 : 1

?? ??? : 1


NO TRUST

NO DIFFERENTIATION


NO TRUST

Very complex and dynamic product

Very complex and dynamic pricing

NO RETAILER CAN CONSISTENTLY OFFER

LOWEST PRICE


NO DIFFERENTIATION

Reliance on GDS to build the product

and price it

PRODUCT-DRIVEN CHANNEL

STRATEGY IS IMPOSSIBLE


NO DIFFERENTIATION

META OTA AIRLINE.COM SOCIAL

--

$ 909 $ 909 $ 909 $ 909

Mass Market Product and One Price


DIRECT CONNECT

=

CONTROL


ONLINE

INTERLINE?


Individual Pricing

DOES NOT WORK


Differentiated

Targeted Offers DO

RIGHT Product

RIGHT Channel

RIGHT Partner

RIGHT Customer

RIGHT Price


Product Creation

Control Over Channels

Mass Market Individual Offers


LOOK TO BOOK

1996

2001

2011

2015

5 : 1

100 : 1

1 500 : 1

?? ??? : 1

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