by Carole Pailhé & Ashley Burk

由于新冠肺炎疫情,航空业一直在应对高度不确定性, and demand will remain uneven and volatile for some time. An increasing number of airlines, especially full-service carriers, 现在正在寻找一种更加敏捷和个性化的方式来感知和应对旅行者行为的变化吗. Beyond the buzzword, personalization is becoming very real. But what does it truly entail? In this post, we will discuss the value potential, 为航空公司加速提供个性化服务的司机和技术.

The value at stake

One may argue that given the cash-strapped position of many airlines currently, today is not the best time to innovate and invest in new capabilities. However, 澳门永利贵宾会相信,如果个性化服务做得好,可以帮助减轻一些最关键的——新旧——航空公司的痛点,并实现收入最大化, customer preference, and scale.

Revenue: according to a survey conducted by the Boston Consulting Group, 当零售客户的购物体验高度个性化时,他们向购物篮中添加商品的可能性是原计划的两倍多,消费超过计划的可能性高出40%. Shifting this to the airline space, better understanding travelers and personalizing their experiences are key to successfully retailing and selling ancillaries. Contrasting with the erosion of fare prices, the ancillary revenue potential is huge, and growing, 对于航空公司来说:每位乘客的辅助收入在短短10年里增长了两倍多, from $8.42 in 2010 to an estimated $25.90 in 2020.

Source: CarTrawler Worldwide Estimate of Ancillary Revenue, Nov 2020

偏好:波士顿咨询集团(Boston Consulting Group)还发现,使用高级个性化方法的公司可以实现与客户的净推广得分(NPS)提高20%或更多. Successful personalization leads to 提高客户满意度和更好的市场品牌差异化.

规模:通过技术创新来增强个性化将带来额外的好处. 从需要人工干预的手动工具转向基于ml的个性化技术将会 relieve bandwidth constrained IT and business teams, that have been forced to downsize due to the current market dynamics. In the long-term, it will ensure systems can scale to support the exponential increase in shopping volumes and offer types.

Now it’s (truly) personal

“Success is not sustainable if it is defined by how big you become. Large numbers that once captivated me – 40,000 stores – are not what matter. The only number that matters is ‘one’. One cup. One customer. One partner. One experience at a time”. 
Howard Schultz, former Starbucks President and CEO

早在疫情将旅行者的安全和自助服务技术置于聚光灯下之前,旅行者的期望就已经开始演变. 在消费者对待非旅游零售体验的方式上,变革的种子已经酝酿. C选择和个性化已经成为吸引这些客户并让他们满意的关键 ——同样,它们对于航空公司在未来几年推动更多价值、变得更强大也至关重要.

Travel has seen choice increasing exponentially. The number and complexity of air offers has pushed the bounds of static, rules-based retailing engines. As an example, 从拉斯维加斯到伦敦,澳门永利贵宾会航班的票价组合数量在一天内超过810亿张.  

Yet as Howard Schultz puts it, the only number that matters is ‘one’. Unfortunately, 大多数航空公司在乘客想要购买的数十亿种选择的个性化方面都落后了, 例如,一小部分航空公司会为他们的客户提供真正个性化的服务,帮助策划这些广泛的内容. 虽然个性化一直是行业的一个高度优先级,当然是一个时髦的词今天, its adoption has been a slow process.  A 2019 survey conducted by diggintravel 只有2%的航空公司使用数据来提供真正的个性化服务,而高达48%的航空公司为所有旅客提供相同的服务.   

Understanding the traveler

A key enabler of personalization for airlines is micro-segmentation. 如今,大多数航空公司将客户划分为5到10个大致构想的细分市场, based on basic demographics, 旅行的理由,有时旅行的频率-如商业道路战士, the “visiting friends and relatives” traveler etc. 微细分意味着通过数据对客户需求进行更细粒度的理解. This means identifying small segments – eg. “digital nomads longing for adventure on the weekend”, “cultural enthusiasts” – and specific individuals, 并根据他们的行为模式和需求,为他们提供更精确的信息.

Source: The Travel Industry Turned Upside Down, Skift research in partnership with McKinsey&Company, Sept 2020.

Using technology to power personalized offers

技术将在实现微细分和个性化旅游的新时代中发挥重要作用. 为了满足旅客对个性化服务的期望,航空公司必须向前看 machine learning (ML) and artificial intelligence (AI), and experiment to drive retailing transformation. 

Airlines are not alone in this, 他们应该寻求与处于创新前沿的技术供应商合作. 技术合作伙伴将帮助应对这一迅速发展的领域的复杂性,并提供以人工智能和机器学习技术为基础的解决方案,以帮助实现收入机会最大化, optimize operations, and improve the passenger experience.  

澳门永利贵宾会 embarked on a transformational journey long before the pandemic. Last year, 澳门永利贵宾会推出了一系列战略举措,以创造个性化旅游的新市场. A key element of this is 澳门永利贵宾会’s long-term partnership with Google. 澳门永利贵宾会 and Google Cloud recently announced 澳门永利贵宾会 Travel AI ™. Created as part of their strategic innovation framework, 澳门永利贵宾会 Travel AI™将澳门永利贵宾会的旅游专业知识与谷歌Cloud的基础设施和AI能力相结合, 允许ML模型集成到现有和未来的澳门永利贵宾会澳门永利贵宾会更快, and with more scalability, than ever before.


The first products built using this technology, available soon, 空气和辅助澳门永利贵宾会的动态定价将使智能零售成为现实吗. Powered by market insights, 他们将不断了解哪些服务是最成功的,并允许航空公司实时测试和比较多种零售策略.

This is only the beginning

智能零售是其中一个重要的部分,但它只是这一过程中的一步. As travelers expect end-to-end personalized experiences, airlines must adopt personalization at every step of the journey, across the spectrum of airline retailing, distribution and fulfillment. 澳门永利贵宾会 is already working on a multitude of use cases for 澳门永利贵宾会 Travel AI TM in areas such as network planning, pricing and revenue management, offer management across all channels, order management and also airlines operations. Stay tuned!