A presentation that outlines answer to the following questions: What makes passengers feel good about flying? What can aviation learn from other business sectors? What are innovative onboard products and services that show the way the cabin experience will evolve?

1. Embracing The Future
welcoming change and
innovation in the cabin
Aircraft Interiors Expo Raymond Kollau
Hamburg Founder airlinetrends.com
26 March 2012 raymond@airlinetrends.com

2. PRODUCT & SERVICE INNOVATIONS

3. The airlinetrends.com newsletter is read by several thousand
professionals from airlines, airports and suppliers worldwide
www.airlinetrends.com

4. TODAY
Innovative onboard products and services
What makes passengers feel good about
flying?
What can airlines learn from other industries?

5. TODAY
WHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING?
What makes
passengers
feel good
about flying?

6. TODAY
PASSENGERS
WHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING?
EMPOWERED CONVENIENCE VALUE FOR MONEY
Informed Simple Format competition
Connected Seamless Frugal customers
Real-time
IN CONTROL
LESS LOYAL
Choice EXPERIENCE Competition = choice
Self-service Comfort Recognized, rewarded
Storytelling
INDIVIDUAL Surprise
Personalized SOCIALLY
Human
RESPONSIBLE
EXPECTATIONS DIVERSE Sustainability
Experienced Non-western Transparency
Other industries Older, female, GenY Accountability

7. TODAY
PERSONAL
“The machines are advancing, yet the eye-striking
change is that Lufthansa is getting only at the doors
of the aircraft in touch with the customer.“
“Lufthansa wants to use passenger’s personal data
to make their flight more personal.”
“What we have to do is really connect the data in a
way to have more individualized customer service.
Today there are a lot of limits.”
- Lufthansa CEO Christoph Franz (Digital Life Conference, Jan. 2012)

8. TODAY
PERSONAL
Shorter feedback loops
3 weeks to 3 days
Satisfaction Gold members:
+14% since rollout initiative
source: IAG nov. 2011
BA Enhanced Service Platform

9. TODAY
CHOICE
WHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING?
CHOICE ANXIETY
Starbucks

10. TODAY
CHOICE
Air New Zealand ´virtual classes´

11. TODAY
CHOICE
WHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING?
source: Delta Investor Day 12.11
Evolution of ancillaries

12. TODAY
CHOICE (control)
KLM ‘meet & seat’

13. TODAY
CHOICE (control)
Lufthansa ‘pre flight dinner’

14. TODAY
CONTROL (on demand)
Virgin America RED

15. TODAY
CONTROL (on demand)
Virgin America RED

16. TODAY
CONNECTED
WHAT MAKES PASSENGERS
FEEL GOOD ABOUT FLYING?
North America: 1,500 a/c
Paid usage: 5-8% (Virgin America 16%)
sources: WSJ, In-Stat, Mary Kirby
Delta x Gogo

17. TODAY
INFORMED (real-time)
Delta luggage tracking

18. TODAY
INFORMED (real-time)
Copenhagen Kastrup

19. TODAY
COMFORT
Industry standard

20. TODAY
COMFORT
2013
Industry standard

21. TODAY
COMFORT (design)
Air New Zealand ‘Skycouch’

22. TODAY
COMFORT (design)
Air New Zealand

23. TODAY
COMFORT (cabin)
787 Dreamliner

24. TODAY
DIVERSE
Lufthansa

25. TODAY
DIVERSE
Copenhagen Kastrup

26. TODAY
DIVERSE
´ladies only´ ‘men only’

27. TODAY
STORY (local, authentic)
Alitalia ‘Made in Italy’

28. TODAY
SUSTAINABLE
Qantas recycling

29. TODAY
SURPRISE (experience)
Estonian Air ‘gourmet flight’

30. TODAY
SURPRISE (experience)
Finnair x Angry Birds

31. TODAY
HUMAN TOUCH
TAM ‘Comandante Kid’

32. TODAY
WHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING?
What can
airlines learn
from other
industries?

33. TODAY
WHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING?
Customers
do not view
experiences
via a single lens

34. AUTOMOTIVE
BA x Forpeople

35. HOSPITALITY
Singapore Airlines

36. RETAIL (online)
“We are replacing the traditional focus on
distribution, which is driven by efficiency,
with a focus on retailing.
The airline industry should look to the
retail sector for good practice in how to
tailor offers, merchandise and drive
increasing revenues.”
-- David Doctor, Director Distribution Marketing, Amadeus (Jan. 2012)

37. RETAIL (online)
Air New Zealand

38. RETAIL (onboard)
Virgin America ‘open tab’

39. RETAIL (onboard)
Korean Air x L’Oréal travel retail

40. BRANDED BRANDS
JAL x Tempur

41. BRANDED BRANDS
United x Westin

42. BRANDED BRANDS
SWISS x Nespresso

43. BRANDED BRANDS
Korean Air x Bose

44. BRANDED BRANDS
iPads as intermediate solution
before start refurbishment program
BA’s B777-200s
source IAG Investor Day 11.11
British Airways

45. BRAND SPACE
Korean Air x Absolut ‘Celestial Bar’

46. TRYVERTISING
Virgin America x Google

47. TODAY
INNOVATION
WHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING?
Evolving consumer needs and expectations
Personalization and choice increasingly
important elements of passenger experience
Learn from/partner with other industries

48. AIRLINETRENDS.COM INNOVATION NEWSLETTER AND REPORT
2012 edition out in April 2012
www.airlinetrends.com

49. www.airlinetrends.com

50. THANK YOU !
Aircraft Interiors Expo Raymond Kollau
Hamburg Founder airlinetrends.com
26 March 2012 raymond@airlinetrends.com