Travelport Digital Webinar: The proven formula to building and launching an airline app
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The webinar discusses the significance of developing a mobile app for airlines, highlighting its potential to increase revenue, improve customer experience, and reduce operational costs. Key topics include the decision to develop in-house versus outsourcing, essential app functionalities, and effective launch strategies. Travelport Fusion is introduced as an engagement platform aiming to assist airlines in creating successful mobile apps.
Travelport Digital Webinar: The proven formula to building and launching an airline app
- 1. The proven formula to building & launching an Airline App Travelport Digital Webinar June 2018
- 2. Glenville Morris Product Director, Digital Insights Your speakers today Aisling White Content & Communications Manager
- 3. What We Will Cover Today Introduction1 Why Mobile? Introducing Travelport Fusion Your Launch… and Beyond In-house or Outsource? New World Metrics 2 3 5 6 7 Q&A8Getting The Basics Right4
- 6. 25 MILLION DOWNLOADS, FIRST AIRLINE IN THE WORLD TO INTEGRATE FLIGHTRADAR24, APPLE PAY 12% OF TRANSACTIONS, APP OPENED 600K TIMES A DAY, 62% INCREASE IN POST BOOKING ANCILLARY REVENUE, 4.4 STAR RATING (OVER 150K RATINGS), FIRST UK AIRLINE TO LAUNCH PASSBOOK, 12 MILLION PAX USED MBPs (2017), 1 MILLION PASSPORT SCANS (2017), NUMBER 1 TRAVEL APP IN 49 COUNTRIES & TOP 5 IN 97, 25% OF PAX USING MOBILE BOARDING PASSES, 16 INDUSTRY AWARDS…………
- 7. Why mobile?
- 8. Why Mobile? of the Top 50 airlines in the world have an app 96% 20% of online check-ins were via mobile in 2017 the CTR of email (push notifications) 94bn of travel bookings are expected to be via mobile by 2019 7x
- 9. Why Mobile? Reduce Operational Costs By enabling customers to increasingly self serve, customer service can be scaled at a much lower overhead Increase Revenue Mobile offers the potential to drive revenue in ways that aren’t possible via other channels Attract New Customers Brands that embrace mobile benefit from increased demand in addition to the opportunities that mobile brings
- 10. Why Mobile? Increase Ancillary Revenue Timing and context is everything as you can personalize the experience. This is where mobile really comes into its own Improve Customer Experience Apps can help improve your customers experience by giving them a frictionless mobile experience through which they can make purchases Enhance Brand Presence A mobile presence enables airlines to extend their reach beyond just desktop, ensuring a consistent brand experience across all digital touchpoints
- 11. “The big things that you’ll see us do next are more and more mobile” Kenny Jacobs: CMO
- 13. 3x The Big Question? Building a mobile app with an inhouse team can be 3 times more expensive than outsourcing to a dedicated mobile travel partner
- 14. PROS CONS✓ X 1. Aligning to your business requirements 2. Industry knowledge 3. Project management 4. Flexibility and differentiation 5. Confidentiality 1. Speed to market 2. Expertise 3. Resources 4. Lack of ownership 5. Just another channel 6. Adaptability 7. Software delivery 8. Cost 9. Integrations and partnerships
- 15. PROS CONS✓ X 1. Experience 2. Domain 3. Speed to market 4. Value add 5. Resource efficiency 6. Laser focus 7. Lower risk 8. Quality 9. Maintenance 10. Support 11. Control 1. Confidentiality 2. Expectations 3. Flexibility (if using Waterfall) 4. Control
- 17. The Basics! KEY FUNCTIONALITY Build features that will drive revenue, reduce operating costs and improve customer experience UI & UX Delight your passengers with user-centric design. The importance of great UX &UI cannot be underestimated LEVERAGE OS TECHNOLOGY Utilise new existing operating system software and hardware functionality
- 18. Key Functionality Improve conversions and reduce cart abandonment with a seamless search and booking experience Help travellers avoid queues at the airport by simply allowing check-in on their phone Utilise Apple Wallet & Android Pay so travellers can download boarding passes to their phone Deliver real-time flight alerts including departures, delays, cancellations & gate changes
- 19. Key Functionality Generate ancillary revenue by using capabilities such as seat selection & paid bags during the check-in flow Reduce any friction in the booking flow by providing seamless payment options Deliver broadcast marketing communications pre, during and post flight via push notifications
- 21. Name: John Simpson Pax Type: Business Traveller A Traveller’s Lens
- 22. Pre-trip Airport Destination Return & post-trip ⌾Seamless flight booking through mobile ⌾Save your travellers time by simply allowing them to check-in when it suits them on mobile ⌾Increase revenue potential during check-in with timely ancillaries and seamless payment Pre-trip
- 23. Pre-trip Airport Destination Return & post-trip ⌾Easily navigate the airport with timely gate announcements ⌾Keep the traveller fully informed with real-time flight status updates ⌾Instant access at any time to mobile boarding passes direct from their mobile device At the airport
- 24. Pre-trip Airport Destination Return & post-trip ⌾Reliable & timely updates on arrival ⌾Improve the travellers experience and maximise your revenue by providing targeted offers & promotions At destination
- 25. Pre-trip Airport Destination Return & post-trip ⌾Provide key reminders & contextual messages in advance of returning home ⌾Improve customer retention by allowing travellers to access loyalty information ⌾Capture valuable supplier information with post-trip feedback Returning home & post-trip
- 26. Title: VP of eCommerce Airline: FlyFast Airways An Airline’s Lens
- 27. Send Full control of traveller engagement with a configurable console
- 28. Streamline operations via a powerful self-serve platform
- 30. “Build it and they will come” Every airline app developer ever
- 31. Beta launch Metric setting Map marketing activities Discoverability The launch is just the beginning… Media planning Elevator pitch & PR App Store & Submission Launch…
- 32. Pre During Post - Test - Beta launch - Research - Define metrics - ASO - Marketing activities - Calendar planning - Create an elevator pitch - Internal launch - App stores submission - Website pages - Create microsite - Offline marketing - Email campaigns - Create app videos - Offer mobile only promotional discounts - Launch AdWords campaign - Set up Apple Search & Google Play ads - Begin paid campaigns - Paid social advertising - Submit for awards - Focus on ratings and reviews - PR - Integrate new OS functionality
- 34. When launching your app it’s important to set KPIs from the outset so you can measure how effective your app is
- 35. Retention Recency & Frequency Cohort Analysis Loyalty Churn Rates/ Uninstalls Engagement DAUs, WAUs & MAUs Sessions Per User User Flows Event Tracking
- 36. Delivering a mobile capability is no longer a ‘nice to have’, it’s now a necessity1 Apps aren’t just a subset of an airline’s digital ecosystem. They’re at the centre of airlines growth & business transformation The time has come for your mobile journey to begin, are you ready? It’s easy to build an app but it’s very difficult to get it right. Travelport Fusion is an engagement platform built on 12 years of global airline experience! 2 3 4
- 37. Click on the pop-up Want to know more about how you can Travelport Digital can help you get started? Talk to us today