I'm not a huge fan of marketing trends reports. Too many times as marketers, we try to chase the next shiny object instead of focusing on our core challenges. So, when challenged by my Diggintravel community manager to do this Airline Marketing Trends 2018 article, I faced a dilemma: How to provide an outlook into the 2018 airline marketing trends landscape without just listing the obvious?...
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This special Airline Conversion Optimization Webinar is a part of the Airline CRO 2017 Project which focused on conversion rate optimization in the airline industry. In the webinar I used real, fresh, independent data that Diggintravel team gathered with the Airline Conversion Optimization Survey and research. A Quick Overview of the Airline Conversion Optimization Webinar Content: The webinar content is structured into three main parts: Commentary on the...
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One of the goals of our yearly Airline Conversion Optimization Survey is to evaluate conversion rate optimization (CRO) maturity within airline organizations. In order to do this, we examine several CRO maturity models and revise our Diggintravel Airline CRO Maturity Model. For the [NEW] 2019 Airline Conversion Optimization report, we expanded the maturity model with one new area. Because being data-driven and mastering analytics is such a huge part...
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We've always been fans of conversion rate optimization. And we love the airline industry. So, this project is very special for Diggintravel. Diggintravel’s Global Airline Conversion Optimization Survey is the first-ever survey and benchmark of conversion rate optimization in the airline industry. 2020 NOTE: There is a newer, bigger, better version of this research available >> See 2020 Airline Digital Optimization Yearbook here While this survey was the...
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Let me start this blog post with a confession – the last six months have been a roller coaster for me. It's been a lot of fun, but also a lot of work. Basically, I've been doing two jobs at the same time. On one side I was working on the content and presentations about airline ancillary revenue best practices. I was writing and creating materials about...
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It was Friday morning, the last day of the Aviation Festival in London, and I still didn't have any gifts for my soon-to-be five-year-old son. I’d mostly spent the previous three days meeting friends, talking to airline professionals and discussing airline merchandising trends and other e-commerce and ancillary revenue related topics. IMPORTANT NOTE: See our latest airline ancillary revenue research with data from 45 surveyed airlines >> 2019...
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Earlier this year we presented (together with Justin Steel, VP Product from Switchfly) our Ancillary Revenue Post-Booking Framework at the Airline Merchandising Conference in Mallorca. During one of the coffee breaks, I started a chat with a small group of ancillary revenue professionals from various airlines. I wanted to know how they liked our presentation and the framework we'd just presented. Most of them were nice to me (at...
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“Know your customers!”. The mantra of marketing. In fact, as a travel marketer, you should be quite familiar with it, since every good travel customer acquisition strategy starts with understanding your travel customer personas. Still, if you’ve never done a customer persona analysis before, this guide from Buffer is a great start. However, this article is not about HOW customer personas are built. It’s about how to do...
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To evaluate the ancillary revenue maturity level of airlines around the world, Diggintravel and Switchfly launched their first Global Ancillary Revenue Survey. The survey, which was originally presented at the 11th Ancillary Merchandising Conference in Mallorca, revealed how advanced upselling and cross-selling tactics among airlines are these days, as well as their biggest gaps. Afterwards, our survey analysis resulted in the Ancillary Revenue Framework – a powerful tool for airline professionals. The Ancillary...
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In short, the Ancillary Revenue Framework (Post-Booking) was designed based on the hands-on experience and best practices of those in the ecommerce and airline industries. If you are an airline ancillary revenue professional, this framework can help you increase your ancillary revenue. It provides you with a step-by-step maturity evaluation for the four key areas and guides you in how to advance your skills in each area. This framework was...
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