3 Ways to Grow Airline Revenue via Mobile
Vueling’s Maria Cardenal gave a talk at last years’ World Low Cost Airlines Congress on how to use mobile technology to improve revenue growth for an airline. Mobiles are almost always on, always with us, and always connected (unless like me you’re an O2 customer). On average people spend 38 days out of a year using their phone. And of the world’s 4 billion people, a massive 1.08 billion are using smart phones.
So how can airlines use this to their advantage?
These are 3 ideas that Maria suggested:
1. Availability – let all of your clients reach you, all the time…. and find some new ones. With so much of your target market relying on their phones for information, make sure you know exactly what your customers are looking for, and make sure this is covered in you mobile channels – from marketing, to sales, to passenger information.
2. Volume – grow the number of people using your mobile website by examining key statistics on what sort of advertising, apps or technologies are likely to increase mobile use. Vueling saw an 85% increase in traffic to the mobile website when they launched their app in 2011.
3. Sales! There are a few key success factors to consider here – firstly, is your mobile technology usable? Too many complications in the booking path could loose you customers. Secondly, what’s the content? Are you offering relevant ancillaries and services, in a way that will encourage people to buy rather than turning them off? And finally, make it easy to pay.
Vueling put these ideas to the test with tremendous success in the past couple of years, with an increase of 257% in ancillary revenue. Download Maria’s presentation here to find out exactly how they implemented this strategy to grow revenue using mobile technology.
How do you think LCCs could use mobile technology to grow revenue?
Did you enjoy this post? See also Maximising the impact of your distribution strategy.
I also found another interesting article from Maria in the Low Cost & Regional Airline and Business Review, have a look!
