About this item
Since the first few airline tickets were sold online in December 1995, global online travel has grown to generate half a trillion dollars in annual revenue. This development has brought significant changes to airline businesses, travel markets, and consumers. Today, airlines worldwide not only use e-commerce for online marketing and selling, but also as a platform to offer unique services and capabilities that have no counterpart in the physical world.
This book is an in-depth introduction to airline e-commerce. It covers a broad scope of areas that are essential to an airline’s ongoing digital transformation:
• E-Sales and Distribution
• Web Customer Service
• E-Commerce Organizations
• E-Commerce Strategy
Modern day technology such as mobile desktops, social media, wearable computing and virtual applications are some of the major platforms used by airlines to advertise and sell their products to consumers. With a wide range of references and examples of leading companies from the airline industry and beyond, this book explores the various organizational structures to manage e-commerce.
Written by an airline e-commerce expert, Dr. Hanke provides unprecedented ‘behind-the-scenes’ details of how airline e-commerce works. This book is a crucial companion for both students and practitioners alike who aim to excel in this area, as well as those who are interested in sales, marketing, customer service, and strategy.
Online travel is big business and has become one of the most popular items purchased by consumers on the internet. In 2005, US$106 billion was spent on online travel products and services with air travel alone accounting for over US$65 billion or sisty per cent. This represents almost a quarter of the total worldwide business-to-consumer (B2C) online spending.
A variety of contributing factors is responsible for this development:
- first, the emergence of the internet and specifically the worldwide web and their commercial applications in the mid 1990s
- second, a change in the behavior of consumers who through inexpensive internet access and growing familiarity with easy-to-use technology today shop 24/7 from anywhere in the world
- third, airline companies use the internet not only as a new platform to service, sell and market but ? by cutting traditional supply channels and reaching directly to the end consumer - also to realize cost savings in their distribution systems
- fourth, the arrival of new intermediaries in the form of internet travel agencies (such as Expedia and Opodo), network affiliates, and mass sales and marketing websites that distribute travel products to the public.
Considering the above, airline companies all over the world have integrated (or are in the process of doing so) electronic commerce or e-commerce into their business operations in various shapes and forms. Today, it is no longer a question of 'if' for airline companies but 'how' to deal with e-commerce and leverage it to enhance their competitiveness. This book explores these issues.