Current
Trends in the Airlines Industry
When we talked about the current
trends in airlines business, often we have focused on the same details such as
financing, customer services, and budget airlines. So, to get more knowledge,
it’s reasonable to let you know differently in other fields. Firstly, I’d like
to focus on changing the face of airline IT trends. The survey is co-sponsored
by Airline Business and SITA. This year's survey shows an airline IT climate
that is cautiously improving. IT budgets are expected to grow at the
majority of airlines in 2013, while the global level of IT spending should
reach an estimated $10 billion. The survey also reveals an industry that
is quickly adopting the digital world. This brings many advantages,
including automation and new services, but also new challenges.
2013
Airline IT Trends Survey focus areas
· Investments
in IT are changing the face of air travel
· Mobilizing
the passenger journey and business intelligence are key investment priorities
· Mobile
services extend across entire journey
· Mobile
services for the workforce are transforming operations
· Ancillary
revenues can drive growth and differentiation
· Airlines
seek much deeper business insights
· The
landscape for check-in is evolving
According
to Kollau, Advertising media also infiltrates to the aviation industry. As being
high-traffic locations with a diverse and international mix of consumers,
brands see airports as an interesting setting for marketing campaigns. We have
reported before how consumer brands are teaming up with airports to offer
passengers free, branded, airport amenities such as charging zones, video and
music rooms, and gaming stations.
This summer, consumer brands such as
Heineken, DE and Google are using the airport as the scene for experimental and
digital marketing campaigns.
And then, Travellers who happened to
pass by Terminal 8 were given the opportunity for an adventure of a totally
different kind, and asked to exchange their current plans for new ones. Those
who decided to take the challenge were then asked to press a red button on a
billboard showing them their destination. Participants had to agree to drop
their existing travel plans—without knowing the new destination first—and
immediately board a flight to the new place.
By the way, have you concerned about
the environment in aviation? The environment was relegated to
the back burner in late 2012 as the European Commission predictably (in retrospect) delayed
implementation of its punishing threats included in its extra-territorial
environmental tax and as economic pressures diverted attention.
But
the issue is scheduled to recapture the headlines later this year as ICAO recommences
its search for a multilateral compromise at the 38th triennial Assembly of ICAO
in Sep/Oct-2013. ICAO’s
wide democracy is unlikely to deliver a solution sufficiently strict and
far-reaching to please the Brussels hierarchy.
So some sort of collision appears inevitable, again; but lessons will hopefully
have been learned on all sides, sufficient to avoid a repeat of the past highly
damaging confrontation.
Meanwhile,
high fuel prices have achieved what governments could not. The discipline imposed
by US100 oil has forced airlines to use more fuel efficient and younger
aircraft and restrain capacity growth and increase load factors.
Consequently, these measures largely unrecognised by Brussels which have
been far more effective in reducing emissions than any carelessly and
unilaterally imposed tax was ever likely to have.
******Thank you very much*******
References:
AIRLINE IT TRENDS SURVEY 2013: The changing face of air travel.
CAPA Global Aviation Industry Outlook 2013 - Pursuing certainty
in an uncertain world-Part 2, 30th
April, 2013.
Raymond
Kollau, 25
July 2013.
· Mobile
services extend across entire journey
· Ancillary
revenues can drive growth and differentiation
· The
landscape for check-in is evolving
According
to Kollau, Advertising media also infiltrates to the aviation industry. As being
high-traffic locations with a diverse and international mix of consumers,
brands see airports as an interesting setting for marketing campaigns. We have
reported before how consumer brands are teaming up with airports to offer
passengers free, branded, airport amenities such as charging zones, video and
music rooms, and gaming stations.
This summer, consumer brands such as
Heineken, DE and Google are using the airport as the scene for experimental and
digital marketing campaigns.
For
instance, earlier this month, Heineken and its ad agency Wieden + Kennedy in
New York set up a board at New York’s JFK Airport 8 and dared travelers to play "Departure Roulette" changing
their destination to a more exotic location.
And then, Travellers who happened to
pass by Terminal 8 were given the opportunity for an adventure of a totally
different kind, and asked to exchange their current plans for new ones. Those
who decided to take the challenge were then asked to press a red button on a
billboard showing them their destination. Participants had to agree to drop
their existing travel plans—without knowing the new destination first—and
immediately board a flight to the new place.
Finally,
Those who were spontaneous enough to brave the unknown were rewarded with
exotic destinations such as Morocco, Thailand and Cyprus. They were also given
USD2,000 for expenses, along with two free hotel nights for their trip. The game is inspired by ‘Dropped’, a new
Heineken webisodes campaign that launched a month ago from W+K Amsterdam in
which four men are sent to remote destinations and film their adventures.
By the way, have you concerned about
the environment in aviation? The environment was relegated to
the back burner in late 2012 as the European Commission predictably (in retrospect) delayed
implementation of its punishing threats included in its extra-territorial
environmental tax and as economic pressures diverted attention.
But
the issue is scheduled to recapture the headlines later this year as ICAO recommences
its search for a multilateral compromise at the 38th triennial Assembly of ICAO
in Sep/Oct-2013. ICAO’s
wide democracy is unlikely to deliver a solution sufficiently strict and
far-reaching to please the Brussels hierarchy.
So some sort of collision appears inevitable, again; but lessons will hopefully
have been learned on all sides, sufficient to avoid a repeat of the past highly
damaging confrontation.
Meanwhile,
high fuel prices have achieved what governments could not. The discipline imposed
by US100 oil has forced airlines to use more fuel efficient and younger
aircraft and restrain capacity growth and increase load factors.
Consequently, these measures largely unrecognised by Brussels which have
been far more effective in reducing emissions than any carelessly and
unilaterally imposed tax was ever likely to have.
******Thank you very much*******
References:
AIRLINE IT TRENDS SURVEY 2013: The changing face of air travel.
CAPA Global Aviation Industry Outlook 2013 - Pursuing certainty
in an uncertain world-Part 2, 30th
April, 2013.
Raymond
Kollau, 25
July 2013.
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