Dublin, Ireland, 21st March, 2016: The need for ancillary revenue requires airlines to venture beyond the booking confirmation email. The latest report from IdeaWorksCompany, sponsored by CarTrawler, follows that path to learn how airlines gain more sales after a booking is made. IdeaWorksCompany assessed the full set of emails sent by six top ancillary revenue airlines to learn how they encourage customers to buy more.
During December 2015, IdeaWorksCompany made flight bookings on the following airlines: Aer Lingus, AirAsia, easyJet, Ryanair, Spirit, and Vueling. This list of airlines might look familiar to those acquainted with the annual CarTrawler Yearbook of Ancillary Revenue by IdeaWorksCompany. These airlines are top ancillary revenue producers and a review of their methods should provide lessons for how to boost a la carte sales:
- Aer Lingus and easyJet were aggressive marketers with emails sent, on average, every three days.
- AirAsia was very succinct in its email communications; the airline sent just three post-booking emails and limited the entire content to just over 800 words.
- Ryanair was a moderate marketer among the six airlines in terms of email frequency and had the lowest average word count at 222 words per email.
- Spirit, with 2014 baggage revenue of $22.25 per passenger, focused its emails on the task of encouraging travelers to pre-pay bag fees.
In addition to the above, hotel and car hire bookings, checked bags, and assigned seating were the most frequently promoted items in post-booking emails sent by the airlines.
“Never Say Goodbye; Savvy Airlines Use Email to Sell After Booking” was released today as a free 15-page report available at the IdeaWorksCompany website. The 2016 Ancillary Revenue Report series is sponsored by CarTrawler.
To download the free report in full, please click this link.
CarTrawler’s connects business and leisure customers and online travel retailers with more road and rail transport solutions than they will find anywhere else. Over 70 international airlines and 2,000 travel retailers around the world trust CarTrawler to provide their customers with real-time access to over 1,500 leading and independent car rental agents, coach transfers, rail networks and chauffeur drive services at 30,000 locations in 174 countries. CarTrawler also owns and operates the Cabforce, Holiday Autos and Argus Car Hire brands. The company headquarters and Customer Centre of Excellence are located in Dublin, Ireland, with additional offices in Boston, London and Helsinki. CarTrawler is private equity backed by BC Partners and Insight Venture Partners. For further information, please visit www.cartrawler.com
IdeaWorksCompany was founded in 1996 as a consulting organization building brands through innovation in product, partnership and marketing, and building profits through financial improvement and restructuring. Its international client list includes airlines and other travel industry firms in Asia, Europe, the Middle East, and the Americas. IdeaWorksCompany specializes in ancillary revenue improvement, brand development, customer research, competitive analysis, frequent flier programs, and on-site executive workshops. Learn more at IdeaWorksCompany.com.