Measure, review, refine:
An ancillary revenue strategy shouldn't be short term - as with loyalty programmes, it's a long term commitment.
This will benefit the brand as they can measure the programme over a period of time, making changes and refining the proposition based on review findings.
Travel brands should not relax on their first year success, they should go back to the plan and measure the performance against the original vision.
They need to take into account market conditions, ask for feedback from customers and adapt accordingly.
The market has changed, the current economic crisis, combined with the increasingly rapid customer adoption of new technologies is, we expect, going to be the tipping point of a revolution in the travel industry.
The developing social trend of focusing on value for money means even successful travel brands need to think differently to survive, compete and make a profit in the near future.
Measure, review, refine:
An ancillary revenue strategy shouldn't be short term - as with loyalty programmes, it's a long term commitment.
This will benefit the brand as they can measure the programme over a period of time, making changes and refining the proposition based on review findings.
Travel brands should not relax on their first year success, they should go back to the plan and measure the performance against the original vision.
They need to take into account market conditions, ask for feedback from customers and adapt accordingly.
The market has changed, the current economic crisis, combined with the increasingly rapid customer adoption of new technologies is, we expect, going to be the tipping point of a revolution in the travel industry.
The developing social trend of focusing on value for money means even successful travel brands need to think differently to survive, compete and make a profit in the near future.
NB: This How To series is authored by Janet Titterton of Collinson Latitude