For the past few months, our 2018 Airline Digital Merchandising research has been my main focus. I’ll admit digital marketing, my ultimate passion, was forgotten for a while. So I think it’s high time to dive deeper into a topic that will interest all travel digital marketers. I'm talking about travel chatbots. Conversational commerce, virtual assistants and chatbots are probably among the topics you are following closely...
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The 2018 Airline Digital Merchandising White Paper is Diggintravel’s second annual survey and research in the field of airline ancillary revenue. The survey results white paper will provide you key insights on 2018 airline ancillary revenue and digital merchandising trends. While other reports focusing on ancillary revenue – like IdeaWorksCompany’s Yearbook of Ancillary Revenue – concentrate on detailed statistics of airline ancillary revenue, we focus on...
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The goal of Diggintravel Airline Digital Retailing Framework is to provide you a holistic view of all areas (and their interdependencies) needed for a successful airline digital retailing. Framework can help airlines strategically asses and plan actions by each area. For a successful ancillary revenue program all areas need to be addressed and integrated. Airline digital retailing framework was done based on the insight of 45...
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Allan Phang is one of the most unique people in the airline industry. Of course I met Allan digitally; he's impossible to catch otherwise. I ran across his LinkedIn profile when I was doing research about AirAsia. Their mission to become a digital airline was always very intriguing to me. Their CEO Tony Fernades says: You either be a "Dinosaur Manager" or "Digital Manager". It's either...
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It’s no secret that I have a great passion for CRO (conversion rate optimization) :) Not only because I believe CRO is key to long-term online growth, but because true conversion optimization cannot be done without customer centricity, which makes any aspect of travel marketing meaningful. This is why I’m constantly on the lookout for CRO experts that share the same passion - people who can show you...
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When I saw the theme for the 2018 Ancillary Merchandising Conference in Edinburgh – using digital for your ancillary revenue growth - I knew I had to be there. Digital and airline ancillary revenue are exactly the two areas covered by Diggintravel's annual research. In our 2017 Airline Ancillary Survey, we analyzed 23 airlines, concentrating especially on their post-booking ancillary tactics. In addition, we analyzed 28 airlines and their...
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“Measure everything,” we always say – no matter in which industry we work. But if you’re from the travel industry, Booking.com is probably your No.1 inspiration for both travel SEO and conversion rate optimization (CRO). With more than 1000 split tests being conducted at any given moment and a 2- to 3-times higher conversion rate than their peers, Booking.com has set the bar high for all...
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Last two weeks I've been completely into airline ancillary revenue. I started with the 2018 Global Airline Ancillary Survey and Research where we'll analyze how airlines use digital innovation for ancillary upsell. We'll build on the 2017 results, with even more focus on digital and innovation. After the first week, we got insights from 25 airline ancillary leaders which is already two more than we had last years....
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You open your Google Analytics to check the bookings. The conversion rate is down for another week. Now panic kicks in. You're scratching your head asking yourself what the hell is happening. Where are you losing bookings? We've all been in this position at some point, right? If you are a travel ecommerce professional, understanding your travel booking funnel is probably your most important task. But to understand what's happening with...
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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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