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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Be agile and data-driven. You’ve probably heard this a lot lately if you’re a travel marketing professional. However, instead of becoming more agile, we are growing busier and more overwhelmed. Why are we so busy? Because we’re constantly collecting and analyzing unprecedented amounts of data and struggling to find actionable travel insights. Data generated from bookings, passenger name records, pricing data, customer feedback surveys, website behavior and social...
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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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I probably don't need to explain the importance of airline ancillary revenue to you if you're an airline professional. Ancillary revenue is, and will continue to be for the foreseeable future, one of the hottest topics in the airline industry. Every year you can find new statistics and benchmark figures that will make you think about the state of your airline's ancillary revenue and its potential. Airline...
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#analysis and examples of shopping cart abandonment emails from 20 airlines, 10 hotels & OTAs and 10 rent-a-car businesses (see the full list of the reviewed websites at the end of the article). Why should you do shopping cart abandonment emails for your travel business? Do these emails really work? How are the travel industry leaders using shopping cart abandonment emails in practice, and what can...
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Let me start this post with a personal story. Every year in March I used to go to Berlin ITB to get key travel marketing trends and other industry insights. However, in the last few years the event got a bit too overwhelming. The networking is still great, but personally, the amount of time I spent walking around and standing in different lines compared to the amount of...
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