Big data til tjeneste!

Reisebransjen befinner seg nå i en svært spennende fase. Aldri tidligere har konkurransen mellom flyselskapene for å fylle setene vært hardere. Dette skaper selvsagt store utfordringer – men også store muligheter til å optimalisere inntektene. Som i så mange andre sammenhenger handler det om å spille kortene sine riktig. Og for å kunne gjøre det, må man forstå både kundene sine og markedet man konkurrerer i enda bedre. Til dette blir innhenting og analyse av store mengder kundedata en helt avgjørende faktor.

Vi du vite mer? I blogginnlegget nedenfor kan du lese mer om hvordan lavprisflyselskapenes inntog, i kombinasjon med stadig flere tilgjengelige reisealternativer og mer bevisste reisende har fått flyselskapene til å vurdere strategiene sine på nytt og hvordan Big Data kan hjelpe til i kampen om kunden.

Consumer behaviour is the key to optimising and growing airline revenue

Umit Cholak Vice President, Revenue Optimization, Airline IT Solutions, Amadeus IT Group

Airlines face no shortage of challenges and opportunities when it comes to optimising total revenue. These challenges include correct inventory control across all distribution channels, product differentiation, personalisation, and realising the full benefits of existing partnership agreements. Low cost carrier pricing practices combined with the increased visibility of travel options, price empowered travellers, and increased price-based competition have caused airlines to rethink revenue management.

I had the pleasure of speaking recently with airline customers from around the world about how they can take advantage of these opportunities at the Amadeus Airline Revenue Optimisation Forum 2016 in Cannes. As I explained at the forum, Amadeus is ideally situated to support the end-to-end airline revenue optimisation needs of today and tomorrow. Our technology is built on Altea PSS-Inventory, a future proof open system that allows real-time data exchange and practically unlimited scalability.

The Amadeus Altéa Revenue Management suite uses big data from customer purchasing behaviour, competitor pricing, and rich contextual data. Since our technology fully integrates into our Altéa Passenger Service System information is no longer distorted or inaccurate. This gives airlines better visibility of different parts of a big puzzle so they can identify and correct weaknesses. This includes not only revenue management but also product definition, inventory, distribution, and pricing, a unique feature that only we offer.

Accurate data combined with superior algorithms and usability enable revenue analysts to improve accuracy and precision in forecasting. This helps airlines achieve higher optimisation in origin and destination management and maximise revenues. Two great success stories that I talked about at the forum included the adoption of our revenue optimisation technology by Scandinavian Airlines’ (SAS) to counter the ‘buy-down effect’ generated from traditional revenue management practices, and Singapore Airlines, who wanted to future-proof its revenue optimization capabilities: Origin and destination revenue management, cloud-based availability, and dynamic pricing.

Of particular interest at the forum, was how we have also taken airline network planning and scheduling algorithms to the next level. We’ve integrated Amadeus Revenue Optimisation modules by teaming up with Optym. This unique approach will help airlines optimise their schedules using market-demand forecasts, price sensitivity and passenger choice models, amongst other parameters, with their revenue management system.

All of this innovation requires substantial investment and qualified resources, which we’ve backed up with an over 5,000-person strong research and development team, and an investment of more than €4 billion between 2004 and the end of 2015.

Overall, it was a fantastic event, and I especially enjoyed hearing from our airline customers on a wide variety of topics, ranging from their adoption of our cloud availability technology and the benefits of fare families to combining revenue management with merchandising.