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Brussels AirlinesE-commerce Website

Audrey Benoit

Head of e-Business

Brussels Airlines

Brussels Airlines E-Commerce Website

About Brussels Airlines

• Born from the merger of SN Brussels Airlines and Virgin Expess

• Mid-size “new generation” carrier transporting over 5Mio passengers

per year seeking for both good quality at affordable prices towards

Europe and Africa

• Since 2003, (SN) Brussels Airlines has been working with Emakina

for the development and maintenance of www.brusselsairlines.com

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Brussels Airlines E-Commerce Website

Challenges in the travel market

• Intense competition between carriers / travel agencies etc.

• Highly-demanding customers – want more & more

• Latest IAB barometer: 93% of Belgian consumers use the Internet to

prepare their next trip, while 37% of them are online buyers. 70% travel

buyers start their search on the Internet.

• Main satisfaction criteria (web-wise): speed, flexibility and servicibility

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Brussels Airlines E-Commerce Website

Objectives of Brusselsairlines.com

• Position the www.brusselsairlines.com as the online HUB of the company

and Brussels Airlines as a major player on the European online travel

marketplace

• Confirm and maintain the platform as a one-stop-shop for the passenger :

plane ticket, hotel, car etc. within tough legal constraints

• Initiate dialogue and interaction with our customers.

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Brussels Airlines E-Commerce Website

Focus on user experience

• Brussels Airlines.com aims not to be an isolated product : the website

is part the whole customer journey with this airlines company

• Emakina partnered to strengthen the brand experience at every step of

the travel process - before the flight, during the journey and after the

flight.

• The info architecture is built around three key actions: “I search for a

flight”, “I book my tickets” and “I travel with Brussels Airlines”

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Brussels Airlines E-Commerce Website

Inspiring & accompanying the customer

• According to an internal survey ran early 2008, customers wanted more help in

selecting or knowing more about their destination

• Inspiration tool

• Other’s feedbacks and reviews

• Google maps

• Traveling is difficult and stressful, people were left alone after booking:

• personalized road book of tailor-made information about your trip: flight,

destination, schedule, luggage policy etc.

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Brussels Airlines E-Commerce Website

Frequent flyer Section

• Merge two separate websites:

• Cross selling

• Build awareness among the frequent flyer programme

• Give better online services to Frequent flyers: more possibilities (history

of account, booking manageability)

• The loyalty programme is now fully integrated into the global user

experience

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Brussels Airlines E-Commerce Website

Content Management System

• Tridion 5.3

• Robust & stable solution that is able to centralize multiples sources of

content: schedules, hotels, city-guides, miles, etc.

• Blueprinting: Tridion 5.3 allows international deployment through a

master version (limit resources)

• Brussels Airlines.com is being deployed in 13 languages for 22

countries

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Brussels Airlines E-Commerce Website

Blueprinting System

Brussels Airlines online content with tridion has a double heritage: Language

content splashed across website, mixed with country content (business rules /

priorties and sorting):

Ie: English – UK content

Ie: French – Swiss content

Each website can localize its content (i.e. translation) and manage its own

workflow and publishing process.

The same goes with structure, style and functionalities

Always possible to go back to the previous master version

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Brussels Airlines E-Commerce Website

Business Benefit : one system has carried an online

share that grew from 5 to 30% of total company sales

• Cost-efficient sales channel for Brussels Airlines

• Brussels Airlines.com grew from 5% in 2002 to 30% of the current

global company sales, for 3% to 20% of the total revenue.

• Tridion has been an evolving platform that followed the company’s

growth at the international level: the blueprinting system reduces the

total cost of ownership for each new local website

• International management of websites handled by local reduced teams

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Thank You !Any Questions ?

www.brusselsairlines.com14