STAKEHOLDER INSIGHTS FOR AIRLINE INDUSTRY

Our client is an airline known for its luxurious in-flight service, extensive route network spanning over a hundred destinations across six continents, and its modern fleet of wide-body aircraft.

The client connects travellers worldwide, offering a comfortable and efficient travel experience.

Problem Statement:

While online booking has become popular, travel agents remain crucial for airlines inorder to reach a wider audience and promote specific routes or fares. Hence, the client wanted to gain stakeholder insights from travel agents to understand the challenges, preferences, and needs associated for improving their partnerships and overall experience.
Our focus areas of the research were :

To identify the key challenges and need gaps faced by travel agents with client’s airline
To comprehend how travel agents perceive the value proposition of their airline.
To analyze travel agents’ preferred communication channels and desired support from airline partners
To explore ways in which airlines incentivize travel agentsto promote their offerings

Our Research Approach:

Novus Insights designed a 360-degree approach employing Primary In-depth Interviews to achieve the research objective. Our team recruited travel agents for the study including a mix of independent agents and those affiliated with travel agencies (large and small size) and agents specializing in different travel segments (business, leisure, luxury).
Researchers identified the challenges and need gaps faced by travel agents in terms of commission structures, communication, access to information, complex client itineraries and technology limitations.
Experts analyzed the value of client’s airline for travel agents in terms of price, routes, reliability, amenities, ease of booking, low-cost carriers, full-service carriers, and customer support.
Our researchers delved into the travel agents’ preferred communication channels with airlines that shaped their partnerships
Our team of experts explored the offerings provided by airlines to the travel agents, bonuses for exceeding targets, familiarization trips, reward programs, and other ways that actively promotes their flights and destinations
Furthermore, experts delved into the desired support of travel agents in terms of regular training on airline policies, new offerings, and booking systems, fast and accurate information, dedicated support team, exclusive promotions and others.

Sampling Size & Geography:

Our researchers designed a robust sampling approach across the following regions:

Countries	US	Canada	Germany	France	UK
Sample Size	3-5	3-5	3-5	3-5	3-5

Key Takeaways of the Research:

Key insights helped the client identify the key challenges faced by travel agents allowing them to develop solutions and offerings that address their specific needs.
By understanding travel agents’ perception towards the value proposition of airlines, valuable insights were uncovered, which guided the client to tailor their offerings and messaging that resonate better with travel agents
The insights obtained helped in analyzing preferred communication channels and desired support to improve communication effectiveness and build stronger relationships.
Novus Insights recommended specific areas for improvement that helped to design programs that were motivating and drove higher sales of their offerings.

STAKEHOLDER INSIGHTS FOR AIRLINE INDUSTRY

Problem Statement:

Our Research Approach:

Sampling Size & Geography:

Key Takeaways of the Research:

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