The concepts below borrow from the retail successes of companies like Spotify, Uber, and Airbnb, which emphasize an initial “set up” or digital connection to their customers and then hassle-free purchasing and/or use, on-demand and as needed. In return, users get more personalized content and a digital experience that is intuitive, seamless and improves over time with the constant learning happening in the background. In addition, these companies make it mandatory to be connected via an account profile to utilize their services and payment is something that is set up once, at the beginning of the relationship, and that takes place behind the scenes for all subsequent purchases. They know when a customer is using their products or services, who they are, where they are located, and all of their previous purchases and actions. One of the attributes that all of these new-generation business models have in common is deep, digital connections that give them an understanding of their customers. Could an airline trip recommendation be as smooth and personalized as a Spotify or Netflix recommendation? When Spotify recommends a new music artist, playlist or genre, we don’t question it, because we know that their product understands our musical tastes based on previous music that we have played. We’ve all become accustomed to being able to listen to any song, at any time, and without having to take out our credit card.
AZUL AIRPASS TV
If we look outside the world of airlines, we have seen unprecedented changes in other industries, such as telecommunications (iPhone), music (Spotify/iTunes), movies (Netflix), tv (Hulu), and even within - disruptors such as Uber and Airbnb bring new business models and ideas to the travel industry.
Customers have long expected a more personalized, “concierge-like” service from airlines and a more frictionless shopping and booking experience, but often times, legacy technology, siloed organizations, and non-airline direct distribution strategies have made it difficult for airlines to build digital relationships and keep up with customer demands. There is no doubt that today’s generation of mobile-device connected travelers will demand much more from airlines, with higher expectations from the travel industry after the disruption of the coronavirus.
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