This webinar, produced by Tnooz and Amadeus, examined new traveler behavior, the effects of unbundling services on business models and how suppliers manage the marketing opportunities and challenges.
Panelists for this FREE webinar were:
Brian Beard, executive technology consultant, Amadeus
Scott Gillespie, travel industry consultant, Gillespie's Guide to Travel + Procurement
Gene Quinn, CEO and producer, Tnooz
Kevin May, Editor and moderator, Tnooz
10. The Cost of Shopping
High
Cost
To
Traveler
One Many
Bundle Options
Number of Choices
Source: Scott Gillespie |
11. The Cost of Shopping
High
Cost
To
Traveler
Cost of
Unwanted Features
One Many
Bundle Options
Number of Choices
Source: Scott Gillespie |
12. The Cost of Shopping
High
Shopper’s Time
Cost
To
Traveler
Cost of
Unwanted Features
One Many
Bundle Options
Number of Choices
Source: Scott Gillespie |
13. The Cost of Shopping
High
Total Shopping Cost
Shopper’s Time
Cost
To
Traveler
Cost of
Unwanted Features
One Many
Bundle Options
Number of Choices
|
Source: Scott Gillespie
14. The Cost of Shopping
High
Total Shopping Cost
Shopper’s Time
Cost
To
Traveler
Cost of
Unwanted Features
One Many
Bundle Number of Choices Options
|
Source: Scott Gillespie
15. Bundling Makes Sense When
High Shopper’s Time
Is Very Valuable
Total
Shopping
Cost
Cost
To
Traveler
Unwanted Features
Don’t Cost Much
One Many
Bundle Number of Choices Options
|
Source: Scott Gillespie
16. Bundling Makes No Sense When
High
Total Shopping Cost
Cost Unwanted
To Features
Cost a Lot
Traveler
Shopper’s Time
Is Not Valuable
One Many
Bundle Number of Choices Options
|
Source: Scott Gillespie
18. General Conclusion
• Bundle for Business Travelers
• Unbundle for Leisure Travelers
Marketing Implications
Fare
Families
19. General Conclusion
• Bundle for Business Travelers
• Unbundle for Leisure Travelers
Marketing Implications
Fare Traveler
Families Personas
20. General Conclusion
• Bundle for Business Travelers
• Unbundle for Leisure Travelers
Marketing Implications
Fare Traveler And
Families Personas eventually…
23. Predictive Bundling
Recent Purchases Current Search Parameters
- Dates, Destinations - Dates, Times, Destination
- Cabin, Seat Choice - Number of Pax
- Days Advance - Number of stops
- Price, Booking Class
Airline Status
Corporate Link?
Co-Branded
OA’s Likely Credit Card
Bundle? - Ancillary Fees
10/30/2012 23
24. Examples of
Predictive Bundling
•One Checked Bag
•Priority Boarding
•Window/Aisle Choice
10/30/2012 24
25. Examples of
Predictive Bundling
•One Checked Bag
•Priority Boarding • Lounge Day Pass
•Window/Aisle Choice •$20 credit for on-board
F&B, Entertainment, WiFi
10/30/2012 25
26. Examples of
Predictive Bundling
•One Checked Bag
•Priority Boarding • Lounge Day Pass
•Window/Aisle Choice •$20 credit for on-board
F&B, Entertainment, WiFi
•Priority Standby for Upgrade
•Best effort at empty middle seat
• 50% off Change Fee, if needed
10/30/2012 26
27. Challenges of
Predictive Bundling
• Access to appropriate data sources
– Facebook, Twitter, LinkedIn, Klout, etc.
– Credit scores, purchase patterns
• Drawing good conclusions about which bundles to
present
• Offering bundles at point(s) of sale
– Online shopping sites (speed and accuracy issues?)
– In the booking path
– At check in
– Via mobile phone
• Potential conflict with corporate T&E policies
40. Thank You!
Please send your questions and comments to Kevin May,
Please
kevin@tnooz.com
Replay of today’s webinar and presentation will be available tomorrow at
www.tnooz.com