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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How are airline personalization and experimentation connected? Is machine learning the answer? Do you have the right KPIs to measure the effectiveness of your optimization, personalization and machine learning activities? I've seen so many articles and people talk about airline personalization. Almost all claim that it can't be done without data science and machine learning. On the other hand, there are not many resources that explain how you can...
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"What will change? How do you see things happening now impacting the future of airline distribution?" I got this question recently when I was talking to a friend who works for a big European airline. Same as all of us at the moment, I didn't have a clear answer. Everybody knows things are going to change. The key question is not “will things change?”, but “how much...
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The current situation is scary. It’s making us all think! Overnight, we are all faced with the fact that nobody knows what will happen next. Will you need to downsize? If so, how much and for how long? When will your airline start to grow again? Will you need to change? If so, how much change? New features, new products, new solutions or even new business models? I'm...
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With the current COVID-19 situation, it's just impossible not to think of the impact it will have on the airline industry. However, one thing is clear: When demand for travel returns, airline innovation will be needed more than ever! We all will need to change how we do business: from product and strategy to capacity planning, scheduling, revenue management and marketing. While the extent of the changes might...
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We are in the middle of our 2020 Airline Conversion Optimization research, so I can't think of a better time to talk about your conversion optimization process. While we see more and more airlines establishing conversion optimization teams and programs, there are still many of you that are not there yet. During my conversion rate optimization (CRO) research, I talk to many airline digital marketing and...
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One of the key goals of starting the Diggintravel Podcast was to provide you insights through digital and other airline industry leaders. So, as a part of the 2020 Airline Digital Trends Series, I'll talk to various airline Chief Digital Officers (CDOs) and people who are involved with airline digital and ecommerce. You can see our past interview where we talked airline digital strategy with the...
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If you want to learn about airline digital strategy, then you are at the right place! Here at Diggintravel, we’ve provided you with many airline digital case studies over the past two years. Eurowings Digital, Turkish Airlines, and AirAsia are just some of the airline digital strategy cases we’ve covered for you recently. But as you know, the digital space is evolving so fast that you can...
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