Do you want to know the quickest way to make your customers mad? Make them think you know nothing about how they feel or what their real problem is. In my case, I would start this article like this: "In these unprecedented times, because of the new coronavirus...
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Building a great digital experience is all about understanding your users. We've been beating the drum about how agile airline UX research should be the core element of your optimization process even way before COVID-19 hit us. I've written about how Ryanair is doing airline UX research at scale and how Virgin Atlantic built their user-centric digital optimization team. However, one can argue that COVID-19 changed your users’...
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"Data is the new oil" was probably one of the most popular airline clichés before COVID-19 hit. A data-driven airline definitely sounds smart, but can a data-driven approach help with airline recovery? Boston Consulting Group (BCG), one of the world's most renowned consultancy companies, definitely thinks so. They are stressing a data-driven approach as one of the key elements of recovery in their “Post-COVID-19 Flight Plan for...
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If you follow Diggintravel, you've heard a lot lately about experimentation and how we think it's the key to building modern airline digital products. But to be fair (even though I'm a huge fan of experimentation), it's not the only experimentation that matters. The key to building modern airline digital products is to combine experimentation with an agile, data-driven, customer-centric approach. These are the core principles we...
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"It's GREAT… BUT I don't think it's the right time to invest in airline marketing education." "Looks really COOL… BUT unfortunate timing as most airlines have cut their training budget." You've probably seen that we just launched a brand new Airline Digital Retailing Academy. During the design phase, I reached out to more than 100 different airline professionals to get their feedback. I wanted to hear what airline...
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Here at Diggintravel, we’ve been focusing on digital innovation ever since COVID-19 turned the airline industry upside down. You can probably agree that our industry needs innovation more than ever. Recently, you heard innovation authority Stefan Thomke talk about how experimentation can really boost your innovation. But today I want to show you real, practical examples of how airlines are using innovation to address current...
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COVID-19 has turned most of the things we do in the travel and airline industry upside down. Most of the processes you’ve been doing for the past ten or even twenty years are all of a sudden not relevant anymore. One of the areas where this is definitely true is how you do travel analytics and analyzing air demand. What should a new method of demand...
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What would you tell me if I asked you what is the biggest challenge of measuring airline digital marketing effectiveness? I bet some of you would offer me this famous quote from American merchant John Wanamaker: Half the money I spend on advertising is wasted; the trouble is I don't know which half. Figuring out which of your digital marketing activities really work and which do not is a...
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If you want to deep dive into the state of airline ecommerce, you've come to the right place. Diggintravel is your best resource for ecommerce and digital optimization benchmarks. For the third straight year, we conducted an airline survey to understand airline ecommerce maturity when it comes to various parts of digital optimization: team setup, skills, user and UX research activities, digital analytics, experimentation & A/B...
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I didn't want this to be just another airline industry trends 2020-2021 article. (You know, the one where we write about the "unprecedented times" and add a chart to show how bookings have fallen off compared to last year.) Instead, to see what questions airline industry professionals are asking themselves right now, we asked you. Together with my colleague and fellow travel analyst Henry Harteveldt, I reached...
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