The Airline Retailing Revolution: Best and next practices

LEADING airlines aspiring to become good retailers is hardly a new development. However, while the desire has been there, the strategies available have been limited due to three major constraints: lack of sufficient and relevant data, lack of relevant analytics to synthesise the data to produce insightful customer and business intelligence, and the limitations of the legacy systems to implement contemporary strategies. Consequently, airlines have continued to focus on marketing their basic product - seats - although with more and more seat-related products and services, such as seat location and the priority of boarding.