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Airlines 2.0
 5
Ways
to
unleash
the
poten/al
of

  ancillary
revenues
in
a
downturn
About the Speaker
•   Founder & CEO, SimpliFlying

•   Authority in airline branding

•   Columnist - Interbrand’s BrandCh...
The
potential
of
ancillary
revenues...
The
potential
of
ancillary
revenues...




Let
the
numbers

do
the
talking

£221m


£221m

What
Ryanair
earned
from
ancillary
revenues


£3.81

£3.81
What
EasyJet
earns
per
seat,
from
ancillary
sources

%
 7
7
%
         7
                                                 es
                                               u
        ...
3%
3%
of
airline
managers
believe
that
ancillary

revenues
are
the
future...
Q:
Do
managers
know
how
to
make
ancillary

       revenues
work
for
the
brand?
             A:
Probably
not!
“I
feel
nickel
and
dimed”




                            “being
treated
like
cargo!”



“Charging
for
water
is
a

human
r...
Most
commented
article
on
SimpliFlying!
(71
comments)
Ancillary
revenues
need
to
be
in
sync
with

 brand
strategy
to
work
in
the
long
term
5
5
ways
to
unleash
the

power
of
ancillary

revenues
in
a
downturn
1   Personalize
the
charge
‐
know
your

    customer
and
offer
something
relevant
Why
have
the
same
offers
for
all
your
customers?
Pepper
spray
for

 young
women?
Pepper
spray
for

 young
women?
                    Wheel‐chair
for
the

                       old
folks?
Nametags
for

                    unaccompanied

                       minors?

Pepper
spray
for

 young
women?
         ...
2   Reverse‐bundling,
the
more
appealing

    way
to
charge
in
a
downturn
How
about
opting
out,
instead
of
opting
in?
Choosing
ahead:
Airline
bene]its
too,
isn’t
it?
3   Cultivate
winning
partnerships
Singapore
Airlines
boarding
pass
privileges
Anyone
for
a
casino
using
your
miles?
How
about
selling
magic
tricks
on‐board?
4   Use
social
media
do
drive
in]luence
and

    sales,
even
if
indirectly
Pamper
the
in]luencers.
The
Ford
Fiesta
story
Tweet!
Tweet!
$!
$!
Go
where
the
customer
is!
5   Always
keep
the
brand
in
mind,
for
long

    term
ancillary
gains
Your
airline

need
not
do

everything

Ryanair
does!
In
conclusion...
Ancillary
revenues
may
look

like
easy
money...
Ancillary
revenues
may
look

like
easy
money...




           but
getting
them
right,

           and
in‐sync
with
brand
...
It’s not the strongest of the species that
survives, nor the most intelligent. It is the
     one that is most adaptable t...
Questions
  Shashank Nigam
shashank@simpliflying.com


      Jeff Ogden
  jefflogden@gmail.com
Ancillary
revenues
need
to
be
in
sync
with
 brand
strategy
to
work
in
the
long
term
Ancillary
revenues
need
to
be
in
sync
with
 brand
strategy
to
work
in
the
long
term
Ancillary
revenues
need
to
be
in
sync
with
 brand
strategy
to
work
in
the
long
term
Prochain SlideShare
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Ancillary
revenues
need
to
be
in
sync
with
 brand
strategy
to
work
in
the
long
term 5 ways to unleash ancillary revenues for airlines, while leveraging the brand

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Publié le

Ancillary
revenues
need
to
be
in
sync
with

brand
strategy
to
work
in
the
long
term

Publié dans : Business, Technologie
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  • Great Shashank, really still actual!

    Today ancillary revenues represent the source of life for AL;
    the main instance for the major is to compete with LFA in terms of IOCs, but this must be done coherently with the customer perception and the brand reputation.
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