How personalisation during search & discovery can help airlines engage more travellers
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This critical stage can not only determine whether travellers' book direct but can also influence their overall perception of an airline brand. By leveraging personalisation strategies, airlines can enhance traveller engagement, improve conversion rates, and build long-term customer loyalty.
In this blog, we explore some practical strategies to consider to help airlines engage more travellers during the search and discovery phase along with a few insights shared at the World Aviation Festival 2024.
The first thing you need to consider is that not all travellers are the same, and their motivations can vary widely. As John Mangelaars, CEO at Skyscanner highlighted, “There are different types of travellers, those who are loyal to an airline and those who just want the best price.” Yet only 20% of passengers identify as loyal to a specific airline, meaning there is significant potential to engage the undecided majority. Machine learning (ML) can play a critical role, analysing both historical data and real-time outputs during the search phase to offer hyper-relevant results. For instance, dynamic filtering tools could help travellers quickly narrow down options based on evolving preferences such as travel dates or companions. You may consider using ML to analyse past search behaviours and preferences to predict what matters the most to different customer segments. For example, offering deals on premium economy or added baggage for value-driven travellers rather than focusing solely on price or guiding price-sensitive travellers towards better-value options by highlighting benefits such as flexible bookings or bundled offers.
The power of data in personalisation cannot be overstated. As Rajesh Naidu, Senior Vice President, Chief Architect and Head of Data Management and Data Governance from Expedia Group pointed out, it’s important to consider the data at hand. “What does an airline know about the customers and their preferences? How are they using that data with partners to create value for the customer?” Rajesh said. Start by breaking down data silos to gain a comprehensive view of each customer’s journey. By doing so, airlines can recommend destinations based on prior searches or preferences or offer ancillary services such as car rentals or hotels tailored to the traveller’s needs. As Rajesh explained: “Customers are buying value; just because they want a cheap flight doesn't mean they want a cheap hotel.”
For many travellers, the search phase begins long before they land on an airline's website. In fact, Bernadette Berger, Director of Innovation at Alaska Airlines noted, “We have less than 1% of guests looking at where we fly, which means they are doing discovery about where they want to go next externally to our site.” To capture this audience earlier you could use generative AI to inspire travellers by suggesting destinations aligned with their interests and budgets. As Bernadette added: “AI can help engage with guests earlier in the journey to help them imagine where to go next.” Developing engaging content, such as travel guides or personalised email campaigns can also help travellers visualise their trips and make informed decisions.
Travellers aren’t always looking for the cheapest option, they’re seeking value for money. According to John Mangelaars: “80% of people come to the website undecided on destination or budget” presenting a key opportunity to guide their choices. To capitalise on this, airlines can showcase package deals that combine flights with other services, such as accommodations or tours, offering a seamless and cost-effective solution. Incorporating personalised upsell suggestions, like upgrades to premium cabins access to airport lounges or additional baggage allowance can also make travellers feel they’re receiving value tailored to their needs. These AI-driven recommendations can ensure any upgrades or additional perks align with the customer’s preferences.
Personalisation is no longer optional, it’s a customer demand. Theo Panagiotoulias, CEO of Star Alliance emphasised: “Customers demand personalisation. It’s gone from nice to have to customers demanding these things” so airlines must go beyond generic marketing to deliver hyper-relevant experiences. To start, focus on the search experience itself. As Trevor Kaufman, CEO of Piano Software explained: “Personalisation is about the search, not the user.” So, consider how you can build smarter search tools that adapt in real-time to each traveller’s evolving needs. For instance, integrating voice-activated search can enhance accessibility and convenience, allowing travellers to find flights, destinations, and packages through conversational interactions, whilst you can use AI to analyse and respond to customers’ intent dynamically, refining search results to make the experience intuitive and rewarding.
Helping travellers imagine their next adventure can drive engagement and bookings. “Help guests imagine where they might go next” said Bernadette, underscoring the importance of connecting emotionally with potential customers. Airlines can use personalised content, such as destination-specific ads or curated social media campaigns, to inspire wanderlust and incorporate AI tools to recommend destinations that align with past preferences or seasonal trends.
The future of airline engagement lies in personalised, data-driven strategies that put the traveller at the centre of the experience. By leveraging insights from industry leaders and embracing technology such as AI, airlines can transform the search and discovery phase into a moment of connection and inspiration.
Ultimately, as David Neeleman, Founder and CEO of Breeze Airways aptly put it, “It’s about serving people what they want, knowing them and what they want, not just blasting them with emails.” By understanding traveller needs and delivering tailored solutions, airlines can not only engage more travellers but also build enduring relationships that drive loyalty and revenue.
This critical stage can not only determine whether travellers' book direct but can also influence their overall perception of an airline brand. By leveraging personalisation strategies, airlines can enhance traveller engagement, improve conversion rates, and build long-term customer loyalty.
In this blog, we explore some practical strategies to consider to help airlines engage more travellers during the search and discovery phase along with a few insights shared at the World Aviation Festival 2024.
The first thing you need to consider is that not all travellers are the same, and their motivations can vary widely. As John Mangelaars, CEO at Skyscanner highlighted, “There are different types of travellers, those who are loyal to an airline and those who just want the best price.” Yet only 20% of passengers identify as loyal to a specific airline, meaning there is significant potential to engage the undecided majority. Machine learning (ML) can play a critical role, analysing both historical data and real-time outputs during the search phase to offer hyper-relevant results. For instance, dynamic filtering tools could help travellers quickly narrow down options based on evolving preferences such as travel dates or companions. You may consider using ML to analyse past search behaviours and preferences to predict what matters the most to different customer segments. For example, offering deals on premium economy or added baggage for value-driven travellers rather than focusing solely on price or guiding price-sensitive travellers towards better-value options by highlighting benefits such as flexible bookings or bundled offers.
The power of data in personalisation cannot be overstated. As Rajesh Naidu, Senior Vice President, Chief Architect and Head of Data Management and Data Governance from Expedia Group pointed out, it’s important to consider the data at hand. “What does an airline know about the customers and their preferences? How are they using that data with partners to create value for the customer?” Rajesh said. Start by breaking down data silos to gain a comprehensive view of each customer’s journey. By doing so, airlines can recommend destinations based on prior searches or preferences or offer ancillary services such as car rentals or hotels tailored to the traveller’s needs. As Rajesh explained: “Customers are buying value; just because they want a cheap flight doesn't mean they want a cheap hotel.”
For many travellers, the search phase begins long before they land on an airline's website. In fact, Bernadette Berger, Director of Innovation at Alaska Airlines noted, “We have less than 1% of guests looking at where we fly, which means they are doing discovery about where they want to go next externally to our site.” To capture this audience earlier you could use generative AI to inspire travellers by suggesting destinations aligned with their interests and budgets. As Bernadette added: “AI can help engage with guests earlier in the journey to help them imagine where to go next.” Developing engaging content, such as travel guides or personalised email campaigns can also help travellers visualise their trips and make informed decisions.
Travellers aren’t always looking for the cheapest option, they’re seeking value for money. According to John Mangelaars: “80% of people come to the website undecided on destination or budget” presenting a key opportunity to guide their choices. To capitalise on this, airlines can showcase package deals that combine flights with other services, such as accommodations or tours, offering a seamless and cost-effective solution. Incorporating personalised upsell suggestions, like upgrades to premium cabins access to airport lounges or additional baggage allowance can also make travellers feel they’re receiving value tailored to their needs. These AI-driven recommendations can ensure any upgrades or additional perks align with the customer’s preferences.
Personalisation is no longer optional, it’s a customer demand. Theo Panagiotoulias, CEO of Star Alliance emphasised: “Customers demand personalisation. It’s gone from nice to have to customers demanding these things” so airlines must go beyond generic marketing to deliver hyper-relevant experiences. To start, focus on the search experience itself. As Trevor Kaufman, CEO of Piano Software explained: “Personalisation is about the search, not the user.” So, consider how you can build smarter search tools that adapt in real-time to each traveller’s evolving needs. For instance, integrating voice-activated search can enhance accessibility and convenience, allowing travellers to find flights, destinations, and packages through conversational interactions, whilst you can use AI to analyse and respond to customers’ intent dynamically, refining search results to make the experience intuitive and rewarding.
Helping travellers imagine their next adventure can drive engagement and bookings. “Help guests imagine where they might go next” said Bernadette, underscoring the importance of connecting emotionally with potential customers. Airlines can use personalised content, such as destination-specific ads or curated social media campaigns, to inspire wanderlust and incorporate AI tools to recommend destinations that align with past preferences or seasonal trends.
The future of airline engagement lies in personalised, data-driven strategies that put the traveller at the centre of the experience. By leveraging insights from industry leaders and embracing technology such as AI, airlines can transform the search and discovery phase into a moment of connection and inspiration.
Ultimately, as David Neeleman, Founder and CEO of Breeze Airways aptly put it, “It’s about serving people what they want, knowing them and what they want, not just blasting them with emails.” By understanding traveller needs and delivering tailored solutions, airlines can not only engage more travellers but also build enduring relationships that drive loyalty and revenue.
This critical stage can not only determine whether travellers' book direct but can also influence their overall perception of an airline brand. By leveraging personalisation strategies, airlines can enhance traveller engagement, improve conversion rates, and build long-term customer loyalty.
In this blog, we explore some practical strategies to consider to help airlines engage more travellers during the search and discovery phase along with a few insights shared at the World Aviation Festival 2024.
The first thing you need to consider is that not all travellers are the same, and their motivations can vary widely. As John Mangelaars, CEO at Skyscanner highlighted, “There are different types of travellers, those who are loyal to an airline and those who just want the best price.” Yet only 20% of passengers identify as loyal to a specific airline, meaning there is significant potential to engage the undecided majority. Machine learning (ML) can play a critical role, analysing both historical data and real-time outputs during the search phase to offer hyper-relevant results. For instance, dynamic filtering tools could help travellers quickly narrow down options based on evolving preferences such as travel dates or companions. You may consider using ML to analyse past search behaviours and preferences to predict what matters the most to different customer segments. For example, offering deals on premium economy or added baggage for value-driven travellers rather than focusing solely on price or guiding price-sensitive travellers towards better-value options by highlighting benefits such as flexible bookings or bundled offers.
The power of data in personalisation cannot be overstated. As Rajesh Naidu, Senior Vice President, Chief Architect and Head of Data Management and Data Governance from Expedia Group pointed out, it’s important to consider the data at hand. “What does an airline know about the customers and their preferences? How are they using that data with partners to create value for the customer?” Rajesh said. Start by breaking down data silos to gain a comprehensive view of each customer’s journey. By doing so, airlines can recommend destinations based on prior searches or preferences or offer ancillary services such as car rentals or hotels tailored to the traveller’s needs. As Rajesh explained: “Customers are buying value; just because they want a cheap flight doesn't mean they want a cheap hotel.”
For many travellers, the search phase begins long before they land on an airline's website. In fact, Bernadette Berger, Director of Innovation at Alaska Airlines noted, “We have less than 1% of guests looking at where we fly, which means they are doing discovery about where they want to go next externally to our site.” To capture this audience earlier you could use generative AI to inspire travellers by suggesting destinations aligned with their interests and budgets. As Bernadette added: “AI can help engage with guests earlier in the journey to help them imagine where to go next.” Developing engaging content, such as travel guides or personalised email campaigns can also help travellers visualise their trips and make informed decisions.
Travellers aren’t always looking for the cheapest option, they’re seeking value for money. According to John Mangelaars: “80% of people come to the website undecided on destination or budget” presenting a key opportunity to guide their choices. To capitalise on this, airlines can showcase package deals that combine flights with other services, such as accommodations or tours, offering a seamless and cost-effective solution. Incorporating personalised upsell suggestions, like upgrades to premium cabins access to airport lounges or additional baggage allowance can also make travellers feel they’re receiving value tailored to their needs. These AI-driven recommendations can ensure any upgrades or additional perks align with the customer’s preferences.
Personalisation is no longer optional, it’s a customer demand. Theo Panagiotoulias, CEO of Star Alliance emphasised: “Customers demand personalisation. It’s gone from nice to have to customers demanding these things” so airlines must go beyond generic marketing to deliver hyper-relevant experiences. To start, focus on the search experience itself. As Trevor Kaufman, CEO of Piano Software explained: “Personalisation is about the search, not the user.” So, consider how you can build smarter search tools that adapt in real-time to each traveller’s evolving needs. For instance, integrating voice-activated search can enhance accessibility and convenience, allowing travellers to find flights, destinations, and packages through conversational interactions, whilst you can use AI to analyse and respond to customers’ intent dynamically, refining search results to make the experience intuitive and rewarding.
Helping travellers imagine their next adventure can drive engagement and bookings. “Help guests imagine where they might go next” said Bernadette, underscoring the importance of connecting emotionally with potential customers. Airlines can use personalised content, such as destination-specific ads or curated social media campaigns, to inspire wanderlust and incorporate AI tools to recommend destinations that align with past preferences or seasonal trends.
The future of airline engagement lies in personalised, data-driven strategies that put the traveller at the centre of the experience. By leveraging insights from industry leaders and embracing technology such as AI, airlines can transform the search and discovery phase into a moment of connection and inspiration.
Ultimately, as David Neeleman, Founder and CEO of Breeze Airways aptly put it, “It’s about serving people what they want, knowing them and what they want, not just blasting them with emails.” By understanding traveller needs and delivering tailored solutions, airlines can not only engage more travellers but also build enduring relationships that drive loyalty and revenue.
This critical stage can not only determine whether travellers' book direct but can also influence their overall perception of an airline brand. By leveraging personalisation strategies, airlines can enhance traveller engagement, improve conversion rates, and build long-term customer loyalty.
In this blog, we explore some practical strategies to consider to help airlines engage more travellers during the search and discovery phase along with a few insights shared at the World Aviation Festival 2024.
The first thing you need to consider is that not all travellers are the same, and their motivations can vary widely. As John Mangelaars, CEO at Skyscanner highlighted, “There are different types of travellers, those who are loyal to an airline and those who just want the best price.” Yet only 20% of passengers identify as loyal to a specific airline, meaning there is significant potential to engage the undecided majority. Machine learning (ML) can play a critical role, analysing both historical data and real-time outputs during the search phase to offer hyper-relevant results. For instance, dynamic filtering tools could help travellers quickly narrow down options based on evolving preferences such as travel dates or companions. You may consider using ML to analyse past search behaviours and preferences to predict what matters the most to different customer segments. For example, offering deals on premium economy or added baggage for value-driven travellers rather than focusing solely on price or guiding price-sensitive travellers towards better-value options by highlighting benefits such as flexible bookings or bundled offers.
The power of data in personalisation cannot be overstated. As Rajesh Naidu, Senior Vice President, Chief Architect and Head of Data Management and Data Governance from Expedia Group pointed out, it’s important to consider the data at hand. “What does an airline know about the customers and their preferences? How are they using that data with partners to create value for the customer?” Rajesh said. Start by breaking down data silos to gain a comprehensive view of each customer’s journey. By doing so, airlines can recommend destinations based on prior searches or preferences or offer ancillary services such as car rentals or hotels tailored to the traveller’s needs. As Rajesh explained: “Customers are buying value; just because they want a cheap flight doesn't mean they want a cheap hotel.”
For many travellers, the search phase begins long before they land on an airline's website. In fact, Bernadette Berger, Director of Innovation at Alaska Airlines noted, “We have less than 1% of guests looking at where we fly, which means they are doing discovery about where they want to go next externally to our site.” To capture this audience earlier you could use generative AI to inspire travellers by suggesting destinations aligned with their interests and budgets. As Bernadette added: “AI can help engage with guests earlier in the journey to help them imagine where to go next.” Developing engaging content, such as travel guides or personalised email campaigns can also help travellers visualise their trips and make informed decisions.
Travellers aren’t always looking for the cheapest option, they’re seeking value for money. According to John Mangelaars: “80% of people come to the website undecided on destination or budget” presenting a key opportunity to guide their choices. To capitalise on this, airlines can showcase package deals that combine flights with other services, such as accommodations or tours, offering a seamless and cost-effective solution. Incorporating personalised upsell suggestions, like upgrades to premium cabins access to airport lounges or additional baggage allowance can also make travellers feel they’re receiving value tailored to their needs. These AI-driven recommendations can ensure any upgrades or additional perks align with the customer’s preferences.
Personalisation is no longer optional, it’s a customer demand. Theo Panagiotoulias, CEO of Star Alliance emphasised: “Customers demand personalisation. It’s gone from nice to have to customers demanding these things” so airlines must go beyond generic marketing to deliver hyper-relevant experiences. To start, focus on the search experience itself. As Trevor Kaufman, CEO of Piano Software explained: “Personalisation is about the search, not the user.” So, consider how you can build smarter search tools that adapt in real-time to each traveller’s evolving needs. For instance, integrating voice-activated search can enhance accessibility and convenience, allowing travellers to find flights, destinations, and packages through conversational interactions, whilst you can use AI to analyse and respond to customers’ intent dynamically, refining search results to make the experience intuitive and rewarding.
Helping travellers imagine their next adventure can drive engagement and bookings. “Help guests imagine where they might go next” said Bernadette, underscoring the importance of connecting emotionally with potential customers. Airlines can use personalised content, such as destination-specific ads or curated social media campaigns, to inspire wanderlust and incorporate AI tools to recommend destinations that align with past preferences or seasonal trends.
The future of airline engagement lies in personalised, data-driven strategies that put the traveller at the centre of the experience. By leveraging insights from industry leaders and embracing technology such as AI, airlines can transform the search and discovery phase into a moment of connection and inspiration.
Ultimately, as David Neeleman, Founder and CEO of Breeze Airways aptly put it, “It’s about serving people what they want, knowing them and what they want, not just blasting them with emails.” By understanding traveller needs and delivering tailored solutions, airlines can not only engage more travellers but also build enduring relationships that drive loyalty and revenue.
