Airline Commercial Perspectives
In-company course
This course is offered to companies who wish to train a group of 10 or more employees.
Who should attend
This course will benefit top to middle management professionals in marketing, sales, revenue management and distribution to develop the knowledge and know-how required to enable optimal commerical policies tobe implemented throughout the airline, leading to improvements in tickets sales, revenue and profits.
Objectives
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Help managers understand airline strategy and commercial approaches worldwide
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Develop a comprehensive and coherent view of the airline's marketing, sales and revenue management strategy among the participants
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Motivate managers on key issues of revenue optimisation
Topics covered
Airline commercial strategy - state of the art:
- Strategic aims and options
- Business model design and evolution in the new century
- Airline branding and macro-pricing strategy
- Passenger segmentation and clustering
- Main commercial processes (bookings, ticketing, passenger data...)
Optimising the four Ps in airlines:
- Product:
- Multiplicity of airline products
- Ground, in-flight, e-services, freight, services to other carriers… - Price:
- Revenue management and micro-pricing: maximisation of revenues
- Ancillary revenues development - Place (distribution):
- Sales and distribution strategies: direct sales, travel agents and corporate sales
- Finding the balance of technology: GDS, web distribution - Promotion:
- Passenger loyalty programmes and CRM
- Commercial network analysis and planning - Impacts on airline commercial organisation, staffing and job descriptions
This course is based on interactive learning methods such as exercises, case studies and workshops. Participants will from theory (e.g. demand elasticity, O&D control) to hands-on work (e.g. building your own revenue management systems).
Please contact us for more details