The digitization process remains in its early stages for most airlines, according to research.
While many have embarked on some form of a digital transformation program, only about 8% say they have been engaged in it for more than three years.
The research from pricing and revenue management tech specialist PROS surveyed 400 executives from across the airline industry to gauge perceptions on the state of airline digitization.
The Stage of Airline Digitization report reveals that many carriers are not only going after the low hanging fruit with more than 90% making multiple changes to their tech stack including the integration of shopping and merchandizing capability.
Airlines are also creating new roles as well as different departments to take responsibility for digital transformation initiatives, it says.
More than half of airline respondents, 58%, say new departments have been created and 65% of all respondents say new roles in distribution, revenue management and IT have been formed as part of ongoing changes in structure.
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How different carriers prioritize technological innovation and the passenger experience is a further area highlighted in the study.
It reveals that network carriers are more likely to prioritize operational efficiency compared with low-cost airlines which are, instead, looking to improve the retail experience.
The study also looks at return on investment of digital transformation initiatives, with most carriers confident that revenue will increase as a result.
The survey reveals that 53% of network carriers expect a revenue impact of more than 10% while only 24% of their low-cost peers expect the same.
The full report can be downloaded here.
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