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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.

“Pools of revenue

“Pools of revenue waiting to be unlocked” Whether you have a dedicated app or not, communicating with passengers before their flight could unlock “pools of revenue.” This is according to Sydney Airport’s CEO Geoff Culbert, speaking at the most recent CAPA Australia Pacific Summit. Culbert’s idea was to collaborate with airlines on an app which estimates journey times to the airport on the day of departure. The thinking behind that is clear - not only will it help passengers not miss their flight in case of major road works or public transport disruption - it’s also a way to get people to your airport in good time, with the result that they potentially spend more in your shops and restaurants. Then once they get there, the option exists to personalise retail offers depending on the time of day, and the flight the passenger is taking. For example, someone going to a ski destination is unlikely to be very interested in beach wear and vice versa. One airport that does exactly that is Glasgow Airport in Scotland. Travellers are targeted with offers via their IATA Code, which they use when giving their details via the Glasgow Airport website. This means that (e.g.) different breakfast promotions for early morning flights can be sent to business passengers vs leisure travellers. Depending on the facilities on offer, you can expand the idea of personalised offers even further. Outdoor advertising company Primesight gives a hypothetical example of a “smart airport” in an article on its website. It talks about a passenger who is checked in to a beach destination, getting an offer on a bikini, then taking a dip in the airport pool, after which she’s given a discount on a glass of champagne, and some Disney vouchers for gifts for her kids. While Sydney Airport has ditched its app for other mobile channels, one airport which invests heavily in its mobile app, is Dubai International Airport. The makers of the app claim it is used around 4000x a day. One key selling point is the “indoor wayfinding” feature, with a 3D-map which enables point-to-point navigation. By selecting a start and end point, users can find their way through the airport. The airport also makes use of geo-fencing. If a passenger has elected to share his or her location, s/he gets a welcome message when arriving at the airport. A dedicated ‘Before you fly’ section provides information on things such as visas and baggage regulations, while a ‘Why you are here’ section offers recommendations on how to pass time while waiting in the terminal. 42 The Mobile Traveller, in association with Urban Airship

Potential of airline / airport cooperation Earlier we mentioned Sydney Airport’s CEO Geoff Culbert’s idea of collaborating with airlines on flight information and retail offers. One successful airport / airline partnership is that between Frankfurt Airport owner Fraport and Lufthansa. a message and it’s waiting for them at the gate. One enthusiastic advocate of this idea is Jarkko Konttinen, former Vice President Marketing, CX and Ancillary Business at Finnair. Writing in Future Travel Experience, Konttinen comments that : Lufthansa passengers on board longhaul flights to Frankfurt can buy products from airport stores while in the air and collect their goods at the arrival gate directly after landing. There is also a “Taste & Travel” gourmet service, where food and drinks can be ordered via iPad and delivered direct to the gate. But this service could in theory go one step further. Why not prompt passengers sitting at the gate that they can order food and drink if they want and have it delivered directly there - either to eat at the gate or take with them on the flight? Or, if they are short on time and rushing through the airport, why not send them “The value proposition for customers is clear, as you can order onboard whatever you can carry with you, with instant delivery at the airport, either in shops or delivered to your next flight. Shopping is not only limited to onboard arriving and connecting flights; it can also be done at home, boosted by airlines’ pre-departure messaging.” Indeed, Konttinen even suggests that you could expand this by involving retailers not physically at the airport itself, and have retailers within a few hours of the airport couriering products for passengers to collect - thereby increasing the airport shopping offer beyond what’s available within the terminals. The Mobile Traveller, in association with Urban Airship 43

Airline Marketing Monthly

Airline Marketing Monthly - January 2019
Airline Marketing Monthly - December 2018
Airline Marketing Monthly - November 2018
Airline Marketing Monthly - October
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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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