Welcoming change and innovation in the cabin
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Raymond Kollau Founder airlinetrends.com [email protected] Aircraft Interiors Expo Hamburg 26 March 2012 Embracing The Future welcoming change and innovation in the cabin
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Transcript of Welcoming change and innovation in the cabin
Raymond KollauFounder [email protected]
Aircraft Interiors ExpoHamburg26 March 2012
Embracing The Futurewelcoming change andinnovation in the cabin
PRODUCT & SERVICE INNOVATIONS
www.airlinetrends.com
The airlinetrends.com newsletter is read by several tho usand professionals from airlines, airports and suppliers wor ldwide
� What makes passengers feel good about
flying?
TODAY
� What can airlines learn from other industries?
Innovative onboard products and services
TODAYWHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING?
What makes passengersfeel good
about flying?
TODAYWHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING?
EMPOWEREDInformed
Connected
IN CONTROLChoice
Self-service
INDIVIDUALPersonalized
EXPECTATIONSExperienced
Other industries
SOCIALLY
RESPONSIBLESustainability
Transparency
Accountability
CONVENIENCE
Simple
Seamless
Real-time
EXPERIENCEComfort
Storytelling
Surprise
Human
VALUE FOR MONEYFormat competition
Frugal customers
LESS LOYALCompetition = choice
Recognized, rewarded
DIVERSENon-western
Older, female, GenY
PASSENGERS
TODAYPERSONAL
“The machines are advancing, yet the eye-striking
change is that Lufthansa is getting only at the doors of the aircraft in touch with the customer.“
“Lufthansa wants to use passenger’s personal data
to make their flight more personal.”
“What we have to do is really connect the data in a way to have more individualized customer service.
Today there are a lot of limits.”
- Lufthansa CEO Christoph Franz (Digital Life Conference, Jan. 2012)
Shorter feedback loops 3 weeks to 3 days
Satisfaction Gold members: +14% since rollout initiativesource: IAG nov. 2011
BA Enhanced Service Platform
TODAYPERSONAL
TODAYWHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING?
Starbucks
CHOICE
CHOICE ANXIETY
Air New Zealand ´virtual classes´
TODAYCHOICE
TODAYWHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING?
Evolution of ancillaries
CHOICE
source: Delta Investor Day 12.11
KLM ‘meet & seat’
TODAYCHOICE (control)
Lufthansa ‘pre flight dinner’
TODAYCHOICE (control)
Virgin America RED
TODAYCONTROL (on demand)
Virgin America RED
TODAYCONTROL (on demand)
Delta x Gogo
TODAYCONNECTED
North America: 1,500 a/cPaid usage: 5-8% (Virgin America 16%)sources: WSJ, In-Stat, Mary Kirby
WHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING?
Delta luggage tracking
TODAYINFORMED (real-time)
Copenhagen Kastrup
TODAYINFORMED (real-time)
Industry standard
TODAYCOMFORT
Industry standard
TODAYCOMFORT
2013
Air New Zealand ‘Skycouch’
TODAYCOMFORT (design)
Air New Zealand
TODAYCOMFORT (design)
787 Dreamliner
TODAYCOMFORT (cabin)
Lufthansa
TODAYDIVERSE
Copenhagen Kastrup
TODAYDIVERSE
´ladies only´
TODAYDIVERSE
‘men only’
Alitalia ‘Made in Italy’
TODAYSTORY (local, authentic)
Qantas recycling
TODAYSUSTAINABLE
Estonian Air ‘gourmet flight’
TODAYSURPRISE (experience)
Finnair x Angry Birds
TODAYSURPRISE (experience)
TAM ‘Comandante Kid’
TODAYHUMAN TOUCH
TODAYWHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING?
What can airlines learnfrom other industries?
TODAYWHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING?
Customers do not view experiences
via a single lens
AUTOMOTIVE
BA x Forpeople
HOSPITALITY
Singapore Airlines
RETAIL (online)
“We are replacing the traditional focus on
distribution, which is driven by efficiency,
with a focus on retailing.
The airline industry should look to the
retail sector for good practice in how to
tailor offers, merchandise and drive
increasing revenues.”-- David Doctor, Director Distribution Marketing, Amadeus (Jan. 2012)
RETAIL (online)
Air New Zealand
RETAIL (onboard)
Virgin America ‘open tab’
RETAIL (onboard)
Korean Air x L’Oréal travel retail
BRANDED BRANDS
JAL x Tempur
BRANDED BRANDS
United x Westin
BRANDED BRANDS
SWISS x Nespresso
BRANDED BRANDS
Korean Air x Bose
iPads as intermediate solution before start refurbishment program BA’s B777-200s
BRANDED BRANDS
British Airways
source IAG Investor Day 11.11
BRAND SPACE
Korean Air x Absolut ‘Celestial Bar’
TRYVERTISING
Virgin America x Google
TODAYWHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING?INNOVATION
� Evolving consumer needs and expectations
� Personalization and choice increasingly
important elements of passenger experience
� Learn from/partner with other industries
AIRLINETRENDS.COM INNOVATION NEWSLETTER AND REPORT
www.airlinetrends.com
2012 edition out in April 2012
www.airlinetrends.com
