Main Congress Day One - Stream B: Ancillary Revenue - Tuesday 18th September

last modified: 23 February '12

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BOOSTING MARGINS WITH FRESH STREAMS OF ANCILLARY REVENUE

14.30

Case study: Sponsor Presentation

14.50

Panel: Innovative ways to use ancillaries to build profits and competitive advantage

Capitalise on rising contribution of ancillary revenue to combat high fuel prices
What can you charge for? How to work around regional restrictions to introduce new ancillary services?
How to ensure these additional charges isn’t driving traffic to competitors?
Striking the right balance between ‘optional service’ and ‘hidden cost’
Strategies to best work with travel agents, OTA, GDS & 3rd party distributors to push the big 3 and ensure the additional revenue comes home?

TAILORING YOUR BOOKING PATH TO SUIT YOUR CUSTOMER

15.30

Automating the ancillary revenue sales process to allow for customisation

Optimising pricing & sales by applying revenue management principles – charging more for legroom closer to departure for instance
Ability to offer these services on-board such as more legroom, upgrade to 1st class, etc to stimulate & capitalise on ‘impulse buys’
What drives better results? Sticking with industry standards or opting for a more customised approach?
Automating the post-sale process – efficiently servicing the request and accounting
Developing industry standards for 3rd party ancillary sales

15.50

Networking break and refreshments

16.30

Panel: Location, location, location – how to increase in-path merchandising

How to maximise additional sales online without hurting the look-to-book ratios?
What, when & where is the best position to push ancillaries? In the beginning with the flight options or at the end?
How should this differ if being sold by 3rd parties? What’s best practice?
Maximising returns from the BIG 3 – cars, hotels and insurance – in one booking

MAXIMISING THE POTENTIAL OF ON-BOARD ANCILLARIES

17.10

Panel: What new ways exist to boost in-flight merchandising?

Helgi Már Björgvinsson

Helgi Már was appointed SVP of Marketing & Sales in May 2008. He joined Icelandair in 1999 as Manager Icelandair Holidays USA, later to become Sales Manager Western Region. In 2002 he moved to London to become Sales and Marketing Manager UK &...

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Exploring costs vs benefits of offering on-board infotainment and internet
Optimising payment systems to facilitate secure, real-time and on-demand IFE
Costs of securing rights to offer good quality content – what will people buy?
Ability to offer ‘more’ legroom, upgrade to 1st class, etc in-flight to stimulate and capitalise on ‘impulse buys’
How to better structure the logistics to ensure quality?
Applying retail management principles to increase in-flight merchandising

› Helgi Már Björgvinsson, Senior Vice President, Marketing & Sales,, Icelandair

17.40

Increasing profits by adding customer engagement to the a-la-carte menu

How to engage the customers through the process so they spend more?
Personalising the offerings depending on the profile, demographics and size of bookings – family bookings get family holiday deals, baggage deals, etc
Providing consistent messages across the 3 touch-points - booking, check-in and on-board to increase the number of hits
Developing a customer-centric approach for product development – what would benefit the customer the most?

18.00