The traveler path to purchase is influenced by countless factors, but above all, consumers make decisions based on how they interpret the value of an offer at any given moment.
How brands digitally interact with consumers directly impacts this purchase behavior, and data holds the key to understanding how to provide travelers the right value at the right time.
A report from Amadeus called “Embracing Airline Digital Transformation” dubs the current era of datafication and connectivity the “Fourth Industrial Revolution” - a time when technology has the potential to bridge the gap between brands and consumers like never before.
Web revamp
For airlines, a basic starting point to communicate value to travelers is through their websites, though many simply default to listing price and flight schedule rather than highlighting specific product availability.
Some 58% of travelers say they have mixed feelings on how easy it is to compare flight offerings beyond price, while 28% find it difficult and 14% consider it easy.
As such, airline websites as a first stop account for just 24% of travelers searching for flights. About 27% begin their search on metasearch platforms, and 25% - many millennials - start the search process via travel agent shop or call center. Only 5% of travelers kick off flight search through review sites like TripAdvisor.
By equipping their websites with information consumers are seeking, airlines can influence purchasing decisions while enabling travelers to feel content about their choices.
Trust game
Another challenge for airlines is establishing their brand as a trusted digital advice source. About 39% of travelers say they are most likely to turn to friends and family or review websites for tips on airlines, while 14% look to travel agents and 8% to social media.
Though technology is beneficial in helping travelers search for the things they want, the human element is often sought to understand needs.
With travelers seeking out multiple sources for guidance, airlines need to embrace an omni-channel approach to customer service. Which also means not completely eliminating the human touch, but rather understanding how things like artificial intelligence can aid agents in personalizing customer experience.
Points payoff
Travelers are still finding value in loyalty programs. About 73% of loyalty members say they’re more likely to recommend brands with good offerings, and 66% claim to modify the amount they spend to maximize points, though just 22% say they’re satisfied with the level of personalization from their program.
Airlines benefit from the data they accumulate from loyalty schemes, which can help them build brand affinity with customers and better tailor offers. There are two types of brand loyalists for them to consider: those who continually choose the airline and those that are an easy target for brands with more value.
By redesigning loyalty programs through moving to spend-based schemes, pooling loyalty points and making points easier to spend and manage, airlines are better positioned to retain susceptible members.