Airlines and digital strategies: a long road, but the benefits vast

Digital strategy is a popular catch phrase across all global businesses, and the travel industry is no different. There's no shortage of discussion about how airlines should craft a digital strategy, and what the elements are that are necessary for successful execution.

Airlines worldwide are at different phases in developing and implementing their digital frameworks, but it is safe to assume that buy-in from senior management across all business models is a given. There is also a consensus that airlines transforming their business to a digital platform need to ensure that transformation entails all entities of the business, ranging from customer service and personalisation to operations.

Given that complexity, the digital journey for airlines is far from over.