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Airline Marketing Monthly - January 2019

  • Text
  • Airline
  • Mobile
  • Airlines
  • Marketing
  • January
  • Passengers
  • Monthly
  • Urban
  • Airship
  • Passenger
The January issue of AMM, published on 22/1. This includes a special supplement inside the magazine on the mobile traveller, produced in association with Urban Airship.

• a mobile browser. As

• a mobile browser. As a result, investing in and communicating with your audience via an app pays off. Critero’s research also shows that traveller who book through an app tend to be higher value as well. • According to the SITA’s Passenger IT Trends Study (2017), the opportunity is there to broaden the services you offer to passengers via those apps. Along with more obvious findings, such as that 74% are willing to receive mobile flight updates and 64% want to use mobile to track their bags, the research also shows that 59% are open to using mobile “digital travel concierge” services. • And when talking about elements such as digital travel concierge services, personalisation, through providing relevant and timely communication is important. According to Google’s future of travel study, 57% of U.S. travelers feel that brands should tailor their information based on personal preferences or past behaviors. • In 2015, 9% of airline check-ins were via a mobile app. By 2021, this figure is projected to increase to 29%, overtaking the % of passengers who physically check in at the airport. • Similarly, by 2021 a quarter of airports (25%) globally intend to offer flight status notifications via mobile devices. • When passing through airports themselves, Nielsen and outdoor specialists Clear Channel found that 80% of frequent travellers remain connected to WiFi throughout their airport journey. These passengers, the most valuable when it comes to spending power, can therefore be engaged via personalised and location based messaging and advertising. • For airlines, airports and travel providers, the mobile wallet built into smartphones is obviously key. According to Merchant Marine, mobile wallet use is on the increase. This includes 47% of Chinese mobile users (see our separate China article), 42% of Norwegians and 24% of UK smartphone owners. • We mentioned app conversion rates, but when it comes to engaging passengers via a mobile wallet, the statistics are even more impressive, with Urban Airship’s digital wallet passes showing a 98% retention rate (see data sheet for more information) 32 The Mobile Traveller, in association with Urban Airship

THE STATE OF MOBILE WALLET MARKETING With the mobile wallet becoming part of traveller’s daily lives, Urban Airship conducted independent research among 1000 US and 1000 UK consumers, looking at their attitudes to, and receptiveness to, mobile wallet marketing. Here are some key findings from the study: CONSUMERS ARE ALREADY USING MOBILE WALLET — AND WANT MORE • More than half of those surveyed (54%) have already used a mobile wallet pass in one form or another. Especially among the younger set and those with above median household incomes (k+), usage is more common. • More than half of all survey respondents want to use mobile wallet for loyalty cards, coupons, order delivery updates, mobile payment, boarding passes, ID cards, event tickets and reminders (expirations, balances, etc.). MOBILE WALLET LOYALTY CARDS BOOST PROGRAM PARTICIPATION • Overall, 69% of respondents said they’re more likely to use the loyalty card if it’s on their phone, especially true for Millennials (82%) and households with higher incomes (78%). • The biggest problems with loyalty program participation — forget they’re members (40%) and forget the card (43%) — can be solved by using mobile wallet for loyalty membership. MOBILE WALLET IS ONE OF THE TOP WAYS CONSUMERS WANT TO HEAR ABOUT SALES AND OFFERS • Regardless of generation, mobile wallet (44% overall) is in the top four ways consumers want to be kept informed about sales. • More than 57% of Millennials want information about sales, offers and coupons delivered via mobile wallet compared to email (most requested) at 63%. INTERACTIVE ELEMENTS OF MOBILE WALLET PASSES WOULD BOOST COUPON REDEMPTION • Expiration reminders, which can be sent directly to lockscreens from the wallet pass, would make 64% of consumers more likely to use the coupon. • For Millennials overall, that number rises to 77%, increasing to 81% for U.S. Millennials. To download the full report, as well as other analyst papers and benchmark reports from Urban Airship, click here. The Mobile Traveller, in association with Urban Airship 33

Airline Marketing Monthly

Airline Marketing Monthly - January 2019
Airline Marketing Monthly - December 2018
Airline Marketing Monthly - November 2018
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Airline Marketing Monthly - August
Airline Marketing Monthly - July
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Airline Mobile Airlines Marketing January Passengers Monthly Urban Airship Passenger

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