Sub­scrip­tion-based travel

Mid­dle East air­lines need to start cater­ing to the ex­pec­ta­tions of the ‘Net­flix’ gen­er­a­tion in or­der to en­gen­der loy­alty and re­main com­pet­i­tive.

TravTalk - Middle East - - NTO - (The views expressed are solely of the au­thor. The pub­li­ca­tion may or may not sub­scribe to the same.)

Sub­scrip­tion-based con­cepts are trend­ing in all walks of life, how­ever this is an area in which the ma­jor­ity of air­lines are cur­rently lag­ging. Sub­scrip­tion-based travel gives huge ben­e­fits to both par­ties. Pas­sen­gers avoid the repet­i­tive tasks in­volved in each book­ing, sav­ing time and re­main­ing loyal to the air­line, which in turn en­joys in­creased self-ser­vice, di­rect sales and cus­tomer sat­is­fac­tion.

Mo­bile com­merce is grow­ing ex­po­nen­tially and yet few air­lines have gained plau­dits for the func­tional ease of their apps. Stud­ies into loy­alty by com­pa­nies such as Face­book have shown there is a huge op­por­tu­nity to deepen and strengthen cus­tomer re­la­tion­ships by en­sur­ing the ser­vice an air­line of­fers pro­vides a mem­o­rable ex­pe­ri­ence. By of­fer­ing a prod­uct that sim­pli­fies the travel book­ing process to a few clicks, Trav­elPass makes re­peat travel easy and air­lines who of­fer this ser­vice will see these pas­sen­gers re­turn time and again.

Trav­elPass, a sim­i­lar con­cept to a smart­card used on other forms of trans­port, gives trav­ellers the op­por­tu­nity to buy a pass that car­ries a cer­tain amount of trips, or even un­lim­ited travel for a given pe­riod. This tech­nol­ogy en­ables air­lines to of­fer sub­scrip­tion prod­ucts to their pas­sen­gers, mak­ing it much eas­ier and quicker to bulk-pur­chase flights. The ad­min tool within Trav­elPass, con­trolled by the air­line, al­lows it to set its own busi­ness rules and prod­uct at­tributes to they can build a unique of­fer­ing. Trav­elPass then in­te­grates with the air­lines’ PSS and GDS, such as Sabre or Amadeus. This means the air­line can han­dle sub­scrip­tion cus­tomers in the same way as any other book­ing when it comes to changes, re­book­ing, can­cel­la­tions and rev­enue man­age­ment. Trav­elPass al­lows air­lines to dif­fer­en­ti­ate them­selves and com­pete on more than just price. The op­por­tu­nity for air­lines is now to change the be­hav­iour of fre­quent pas­sen­gers from be­ing buy­ers to book­ers and to make the re­peat book­ing process so stream­lined it gives cus­tomers no rea­son to ever con­sider an al­ter­na­tive.

David Tay­lor Se­nior Vice Pres­i­dent Busi­ness Devel­op­ment, Trav­elPass

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